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001 298778073
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008 091104s2009 enka b 001 0 eng
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020 _a9781526423252
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050 0 0 _aHF5415
_b.H85 2009
072 7 _aKJC
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072 7 _aBUS
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082 0 4 _a658.8 HUL 2020
_222
100 1 _aHultén, Bertil,
_d1949-
_1https://id.oclc.org/worldcat/entity/E39PCjJtB6cmbtqKVmDd68Yxwy
245 1 0 _aSensory marketing /
_cAn Introduction
260 _aBasingstoke ;
_aNew York :
_bPalgrave Macmillan,
_c2020
300 _a230 pages :
_billustrations ;
_c25 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aAuthored 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.
504 _aIncludes bibliographical references and index
505 0 _a1. 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
506 _aUsers 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
520 _a"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
650 0 _aMarketing
650 0 _aSenses and sensation
650 2 _aMarketing
650 2 _aSensation
700 1 _aBroweus, Niklas
700 1 _aDijk, Marcus van
776 0 8 _ionline version:
_aHultén, Bertil, 1949-
_tSensory marketing.
_dBasingstoke ; New York : Palgrave Macmillan, 2009
_z9780230237049
_w(OCoLC)432322894
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999 _c553
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