Sensory marketing (Book, 2009) [WorldCat.org]
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Sensory marketing
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Sensory marketing

Author: Bertil Hultén; Niklas Broweus; Marcus van Dijk
Publisher: Hampshire : Palgrave Macmillan, 2009.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in  Read more...

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Details

Document Type: Book
All Authors / Contributors: Bertil Hultén; Niklas Broweus; Marcus van Dijk
ISBN: 9780230576575 0230576575
OCLC Number: 770799481
Description: xiii, 183 s
Contents: Contents Preface What is Sensory Marketing? Human Senses as a Resource Sensorial Strategies and Customer Treatment The Human Senses are in the Centre Brand and Experience Logic The Senses and the Sensory Experience The Individual's Experience Logic Marketing 3.0 Shifting Dynamics Modern and Post-modern Values Individualization as Lifestyle From Product to Sensory Experience The Brand and Sensory Marketing The Smell Sense To Sniff for A Proper Deal Scent as Experience Trigger Scent's Deep and Dimensions The Brand as Smell Experience The Sound Sense Sound to Hear and Understand Sound as Experience Trigger The Holism of Sound The Brand as Sound Experience The Sight Sense The Art of Seeing Visualization as Experience Trigger The Formation of the Service Landscape The Brand as Sight Experience The Taste Sense A Tasteless Marketing Taste as Experience Trigger Brands with Spice The Brand as Taste Experience The Touch Sense A Tactile Marketing Texture as Experience Trigger To Touch a Feeling The Brand as Touch Experience The Brand As Sensory Experience Empathy and Delight Sensors, Sensations and Sense Expressions The Brand Soul as Heart and Mind The Supreme Sensory Experience
Responsibility: Bertil Hultén, Niklas Broweus, Marcus van Dijk.

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"All indications point to Sensory Marketing as the next frontier of strategic marketing. Bertil Hulten and his colleagues capture the essence of Sensory Marketing as it embodies the entire brand Read more...

 
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