Sensory Marketing
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Sensory Marketing
Author | : Bertil Hultén |
Publsiher | : SAGE |
Total Pages | : 260 |
Release | : 2020-04-27 |
Genre | : Business & Economics |
ISBN | : 9781526485960 |
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Authored by Bertil Hultén, one of the world′s leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer. Sensory experiences combine not only to increase the chance of an immediate sale, but to influence perception of a product which then plays into a customer′s chance of return, and brand loyalty for the future. • Hulten provides definitions, insight boxes, questions and case studies to provide an engaging learning experience. • The author is one of the most published professors in the field, sharing exclusive expertise and experience. • The book is thorough yet accessible, dedicating a chapter to each of the 5 senses.
Sensory Marketing
Author | : Aradhna Krishna |
Publsiher | : Routledge |
Total Pages | : 427 |
Release | : 2011-02-25 |
Genre | : Business & Economics |
ISBN | : 9781135429966 |
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What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
Sensory Marketing
Author | : B. Hultén,N. Broweus,M. van Dijk,Marcus van Dijk |
Publsiher | : Springer |
Total Pages | : 324 |
Release | : 2009-05-21 |
Genre | : Business & Economics |
ISBN | : 9780230237049 |
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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.
Sensory Marketing
Author | : Bertil Hultén |
Publsiher | : Routledge |
Total Pages | : 435 |
Release | : 2015-10-08 |
Genre | : Business & Economics |
ISBN | : 9781317427841 |
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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.
Customer Sense
Author | : Aradhna Krishna |
Publsiher | : Springer |
Total Pages | : 185 |
Release | : 2013-05-06 |
Genre | : Business & Economics |
ISBN | : 9781137346056 |
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An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.
Sensory Marketing
Author | : Bertil Hultén |
Publsiher | : Routledge |
Total Pages | : 420 |
Release | : 2015-10-08 |
Genre | : Business & Economics |
ISBN | : 9781317427858 |
Download Sensory Marketing Book in PDF, Epub and Kindle
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.
Sensory Marketing
Author | : Aradhna Krishna |
Publsiher | : Routledge |
Total Pages | : 410 |
Release | : 2011-02-25 |
Genre | : Business & Economics |
ISBN | : 9781135429959 |
Download Sensory Marketing Book in PDF, Epub and Kindle
What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
Sensory Marketing in Retail
Author | : Arto Lindblom |
Publsiher | : Springer Nature |
Total Pages | : 244 |
Release | : 2024-01-15 |
Genre | : Business & Economics |
ISBN | : 9783031475153 |
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Sensory marketing is a way to differentiate businesses from their competition while influencing customers and their behaviour. At its best, sensory marketing guides or helps customers to make certain choices in a way that they are unaware of what actually influenced their choices. Although it sounds like an attractive way to “nudge” customers, it is a highly demanding practice that also involves risks and ethical concerns. This textbook delves into the world of sensory marketing in a physical retail setting and offers a comprehensive and coherent view of various sensory cues and their capacity to drive our behaviour through stimulating our senses and creating sensory experiences. It particularly highlights the meaning of the multisensory nature of retail stores and emphasises how cues tend to affect us in combination rather than separately as single cues. After reading this book, you will be able to: · Identify various cues in a retailing setting · Categorise cues into different groups · Explain how cues affect consumers when they make their daily choices · Understand the multisensory nature of retail stores and the meaning of cue (in)congruence · Describe how consumers are likely to respond differently to cue combinations than single cues · Apply cues in practice and assess their outcomes. Ideal reading for students taking classes in consumer behaviour, shopper marketing, retail marketing and store design among others, it contains more than 30 global examples from various retail companies, self-reflective questions and decisions-based questions to aid learning.