Sensory marketing / An Introduction
Material type:
TextPublication details: Basingstoke ; New York : Palgrave Macmillan, 2020Description: 230 pages : illustrations ; 25 cmContent type: - text
- unmediated
- volume
- 9781526423252
- 9781526423252
- 9781526423252
- 0230237045
- 658.8 HUL 2020 22
- HF5415 .H85 2009
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Symbiosis International University, Dubai | 658.8 HUL 2020 (Browse shelf(Opens below)) | 1 | Available | SIU00898 | ||
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Symbiosis International University, Dubai | 658.8 HUL 2020 (Browse shelf(Opens below)) | 2 | Available | SIU00899 | ||
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Symbiosis International University, Dubai | 658.8 HUL 2020 (Browse shelf(Opens below)) | 3 | Available | SIU00900 | ||
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Symbiosis International University, Dubai | 658.8 HUL 2020 (Browse shelf(Opens below)) | 4 | Available | SIU00901 | ||
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Symbiosis International University, Dubai | 658.8 HUL 2020 (Browse shelf(Opens below)) | 5 | Available | SIU00902 |
Authored by Bertil Hultén, one of the world's leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer. Sensory experiences combine not only to increase the chance of an immediate sale, but to influence perception of a product which then plays into a customer's chance of return, and brand loyalty for the future.
• Hulten provides definitions, insight boxes, questions and case studies to provide an engaging learning experience.
• The author is one of the most published professors in the field, sharing exclusive expertise and experience.
• The book is thorough yet accessible, dedicating a chapter to each of the 5 senses.
Includes bibliographical references and index
1. What is Sense Marketing? -- 2. Marketing 3.0 -- 3. The Scent Sense -- 4. The Sound Sense -- 5. The Sight Sense -- 6. The Taste Sense -- 7. The Touch Sense -- 8. The Brand As Sense Experience
Users can print and/or download individual articles/chapters and other individual items from Palgrave Connect ebooks, limited to no more than one chapter per title per authorised user
"The culture of the contemporary society becomes more and more individualized and experience-based, with an abundance of many similar brands, products and services. This development is the start of a new marketing era. Functional attributes and product benefits are no longer enough in order to attract and commit the customers. Firms must affect through smelling, hearing, seeing, tasting or touching. This pioneering book shows how the five human senses - smell, sound, sight, taste or touch - are the starting point for a firm's strategic marketing. It concerns how firms are able to treat the customers in a more intimate and personal way than before, through emotional, rational and sensual elements. The book covers the ongoing shift from mass-marketing and relationship-marketing to sensory marketing. It shows the importance for marketers, practitioners and researchers as well as students to reach the five human senses at a deeper level than traditional mass-marketing and relationship-marketing theories do."--Jacket
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