Bertil Hulten

Sensory Marketing

Theoretical and Empirical Grounds

• Broschiertes 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.

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Produktdetails

• Routledge Interpretive Marketing Research
• Verlag: Taylor & Francis Ltd
• Seitenzahl: 422
• Erscheinungstermin: 10. März 2017
• Englisch
• Abmessung: 229mm x 152mm x 23mm
• Gewicht: 431g
• ISBN-13: 9781138041011
• ISBN-10: 1138041017
• Artikelnr.: 49677029

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

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Introduction
Chapter 1: Sensory Marketing Principles
Chapter 2: The Sensory Brain
Chapter 3: Sensory Principles for Vision
Chapter 4: Sensory Principles for Sound
Chapter 5: Sensory Principles for Smell
Chapter 6: Sensory Principles for Touch
Chapter 7: Sensory Principles for Taste
Chapter 8: Multi-Sensory Principles