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Sensory Marketing de Bertil Hultén

Sensory Marketing

Autor Bertil Hultén
en Limba Engleză Paperback – 27 apr 2020
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.
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Specificații

ISBN-13: 9781526423252
ISBN-10: 1526423251
Pagini: 242
Dimensiuni: 170 x 244 x 13 mm
Greutate: 0.43 kg
Ediția:1
Editura: SAGE Publishing Ltd
Locul publicării:London, United Kingdom

Cuprins

Introduction
Chapter 1: Sensory Marketing Principles
Chapter 2: The Sensory Brain
Chapter 3: Sensory Principles for Vision
Chapter 4: Sensory Principles for Sound
Chapter 5: Sensory Principles for Smell
Chapter 6: Sensory Principles for Touch
Chapter 7: Sensory Principles for Taste
Chapter 8: Multi-Sensory Principles

Notă biografică

Dr. Bertil Hultén is Professor of Marketing, Linneaus University, Sweden, and a recognized pioneer in sensory marketing research.  He contributes to theory and practice in different ways and has published scientific articles in journals like European Business Review, Journal of Retailing and Consumer Services, International Journal of Retail and Distribution Management, Marketing Intelligence and Planning and other journals as well as conference proceedings.

Descriere

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, not only to increase the chance of an immediate sale but perceptions of the product which play into a customer's return and brand loyalty for the future.

Recenzii

"As a pioneer in the field of sensory marketing, Bertil Hultén is thoroughly familiar with this quickly growing marketing approach. In Sensory Marketing: Theoretical and Empirical Grounds he explains theoretical and practical aspects of sensory marketing and puts it into, for example, branding and neuromarketing perspectives. Through an overview of the development of marketing, sensory marketing is also related to a broader marketing context. This book is essential for marketing researchers and practitioners alike." –Christian Grönroos, Professor Emeritus, Hanken School of Economics, Finland