Bertil Hultén

Sensory Marketing

Theoretical and Empirical Grounds

• Gebundenes Buch

Produktbeschreibung

Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 422
• Erscheinungstermin: 2. November 2015
• Englisch
• Abmessung: 235mm x 157mm x 27mm
• Gewicht: 759g
• ISBN-13: 9781138914629
• ISBN-10: 1138914622
• Artikelnr.: 43033006

Autorenporträt

Bertil Hultén is Professor of Marketing at Linnaeus University, Sweden.

Inhaltsangabe

1. History of Consumer Marketing 2. The Marketing Dynamics 3. Sensory
Marketing 4. The Brain and the Five Senses 5. The Sense of Sight 6. The
Sense of Sound 7. The Sense of Smell 8. The Sense of Touch 9. The Sense of
Taste 10. Multi-Sensory Brand Experience 11. Sensory Marketing In The
Future