Hultén Sensory Marketing

Theoretical and Empirical Grounds
Erscheinungsjahr 2015
ISBN: 978-1-317-42784-1
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 420 Seiten

Reihe: Routledge Interpretive Marketing Research

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.

Autoren/Hrsg.

Hultén, Bertil

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Psychologie Allgemeine Psychologie Sozialpsychologie

Inhaltsverzeichnis

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

Über Autor(innen)

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