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.
Mục lục
Contents Preface What is Sensory Marketing? Human Senses as a Resource Sensorial Strategies and Customer Treatment The Human Senses are in the Centre Brand and Experience Logic The Senses and the Sensory Experience The Individual’s Experience Logic Marketing 3.0 Shifting Dynamics Modern and Post-modern Values Individualization as Lifestyle From Product to Sensory Experience The Brand and Sensory Marketing The Smell Sense To Sniff for A Proper Deal Scent as Experience Trigger Scent’s Deep and Dimensions The Brand as Smell Experience The Sound Sense Sound to Hear and Understand Sound as Experience Trigger The Holism of Sound The Brand as Sound Experience The Sight Sense The Art of Seeing Visualization as Experience Trigger The Formation of the Service Landscape The Brand as Sight Experience The Taste Sense A Tasteless Marketing Taste as Experience Trigger Brands with Spice The Brand as Taste Experience The Touch Sense A Tactile Marketing Texture as Experience Trigger To Touch a Feeling The Brand as Touch Experience The Brand As Sensory Experience Empathy and Delight Sensors, Sensations and Sense Expressions The Brand Soul as Heart and Mind The Supreme Sensory Experience
Giới thiệu về tác giả
Dr. BERTIL HULTÉN is an Associate Professor at the Baltic Business School (BBS), the University of Kalmar, and Research Affiliate at the Swedish Retail Institute (HUI), Stockholm, Sweden. Dr. Hultén has published scientific articles and papers in academic journals and proceedings. He also serves as speaker and reviewer at international conferences and symposiums. His main research area includes sensory marketing, human senses and brands. Another area of interest is retailing and growth success factors of retailers.
NIKLAS BROWEUS holds a M.Sc. in Business Administration. He studied at the Baltic Business School (BBS), the University of Kalmar, Sweden, Cracow University of Economics, Poland, and the University of Gothenburg, Sweden. Broweus has worked as a project leader in the Information Technology industry, and is currently working as marketing consultant and speaker.
MARCUS VAN DIJK is a marketing consultant and speaker holding a M.Sc. in Business Administration from the Baltic Business School (BBS), the University of Kalmar, Sweden and Otterbein College, USA. During 2008 van Dijk has participated in a research project that studies the internationalization process of small and medium size export firms in Sweden. He has also worked as tutor for marketing students at the University of Kalmar.
www.sensorymarketing.biz
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