Sensory Marketing

Hardcover | June 15, 2009

byBertil Hultén, Niklas Broweus, Marcus van Dijk

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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.

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From the Publisher

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.

BERTIL HULTEN is an Associate Professor at the Baltic Business School (BBS), Kalmar University, and Research Affiliate at the Swedish Retail Institute (HUI), Stockholm, Sweden. Dr. Hultn has published scientific articles and papers in academic journals and proceedings. He also serves as speaker and reviewer at international conference...

other books by Bertil Hultén

Format:HardcoverDimensions:9 × 6 × 0.5 inPublished:June 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230576575

ISBN - 13:9780230576575

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Extra Content

Table of Contents

Introduction

1. What is Sense Marketing?
Human senses as a resource
Sense strategies and customer treatment
Brand and experience logic
 
2. Marketing 3.0
Dynamics and changeability
From product to sense experience
 
3. The Scent Sense
Smell for a good business
Scent as experience creator
Deep and dimensions of scents
The brand as scent experience
 
4. The Sound Sense
Sound to hear and understand
Sound as experience creator
The holism of sound
The brand as sound experience
 
5. The Sight Sense
The art of vision
Visualization as experience creator
The shape of the service landscape
The brand as sight experience
 
6. The Taste Sense
A tasteless marketing
Taste as experience creator
Brands with spice
The brand as taste experience
 
7. The Touch Sense
A tactile marketing
Texture as experience creator
To touch a feeling
The brand as touch experience
 
8. The Brand As Sense Experience
Empathy and enjoyment
Sensors, sensations and sense expressions
Sensations as the brand soul
An ultimate sensory experience