Sensory Marketing PDF Download
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Author | : Bertil Hultén |
Publisher | : SAGE |
Total Pages | : 260 |
Release | : 2020-04-27 |
Genre | : Business & Economics |
ISBN | : 1526485966 |
Download Sensory Marketing Book in PDF, ePub and Kindle
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.
Author | : Aradhna Krishna |
Publisher | : Routledge |
Total Pages | : 427 |
Release | : 2011-02-25 |
Genre | : Business & Economics |
ISBN | : 1135429960 |
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.
Author | : B. Hultén |
Publisher | : Springer |
Total Pages | : 324 |
Release | : 2009-05-21 |
Genre | : Business & Economics |
ISBN | : 0230237045 |
Download Sensory Marketing Book in PDF, ePub and Kindle
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.
Author | : Bertil Hultén |
Publisher | : Routledge |
Total Pages | : 435 |
Release | : 2015-10-08 |
Genre | : Business & Economics |
ISBN | : 131742784X |
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.
Author | : Aradhna Krishna |
Publisher | : Springer |
Total Pages | : 200 |
Release | : 2013-05-06 |
Genre | : Business & Economics |
ISBN | : 1137346051 |
Download Customer Sense Book in PDF, ePub and Kindle
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.
Author | : Bertil Hultén |
Publisher | : Routledge |
Total Pages | : 420 |
Release | : 2015-10-08 |
Genre | : Business & Economics |
ISBN | : 1317427858 |
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.
Author | : Aradhna Krishna |
Publisher | : Routledge |
Total Pages | : 410 |
Release | : 2011-02-25 |
Genre | : Business & Economics |
ISBN | : 1135429952 |
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.
Author | : Arto Lindblom |
Publisher | : Springer Nature |
Total Pages | : 244 |
Release | : 2024-01-15 |
Genre | : Business & Economics |
ISBN | : 3031475151 |
Download Sensory Marketing in Retail Book in PDF, ePub and Kindle
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.
Author | : Gupta, Monika |
Publisher | : IGI Global |
Total Pages | : 317 |
Release | : 2022-12-09 |
Genre | : Business & Economics |
ISBN | : 1668458993 |
Download Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing Book in PDF, ePub and Kindle
Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.
Author | : Michael R. Solomon |
Publisher | : Pearson Education |
Total Pages | : 13 |
Release | : 2010-09-29 |
Genre | : Business & Economics |
ISBN | : 0132609789 |
Download Sensory Marketing--Smells Like Profits Book in PDF, ePub and Kindle
This Element is an excerpt from The Truth About What Customers Want (9780137142262) by Michael R. Solomon. Available in print and digital formats. Fully exploit the powerful human sense your marketing has overlooked for too long: scent. As scientists continue to discover the powerful effects of smell on behavior, marketers are coming up with ingenious ways to exploit these connections. Ad companies spend about $80 million per year on scent marketing; the Scent Marketing Institute estimates that number will reach more than $500 million by 2016. Sensory marketing is taking fascinating turns....