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.
Mục lục
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
Giới thiệu về tác giả
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.
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