Sensory Marketing [electronic resource] /
Hultén, Bertil.author.
Broweus, Niklas.author.
Dijk, Marcus van.author.
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 reaching the individuals' five senses at a deeper level than traditional marketing theories do.
Description based upon print version of record.
Cover; Contents; Preface; 1 What Is Sensory Marketing?; 2 Marketing 3.0; 3 The Smell Sense; 4 The Sound Sense; 5 The Sight Sense; 6 The Taste Sense; 7 The Touch Sense; 8 The Brand As Sensory Experience; Index
Includes bibliographical references and index.
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 reaching the individuals' five senses at a deeper level than traditional marketing theories do.
Marketing.
Leadership.
Market research.
International economics.
Marketing.
Business Strategy/Leadership.
Market Research/Competitive Intelligence.
International Economics.