Sensory Marketing

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Sensory Marketing

Bertil Hultén
Sensory Marketing Book PDF

Author : Bertil Hultén
Publisher : SAGE
Page : 260 pages
File Size : 51,7 Mb
Release : 2020-04-27
Category : Business & Economics
ISBN : 9781526485960

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Sensory Marketing by Bertil Hultén Pdf

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.

Sensory Marketing

Aradhna Krishna
Sensory Marketing Book PDF

Author : Aradhna Krishna
Publisher : Routledge
Page : 427 pages
File Size : 53,9 Mb
Release : 2011-02-25
Category : Business & Economics
ISBN : 9781135429966

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Sensory Marketing by Aradhna Krishna Pdf

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.

Sensory Marketing

B. Hultén,N. Broweus,M. van Dijk,Marcus van Dijk
Sensory Marketing Book PDF

Author : B. Hultén,N. Broweus,M. van Dijk,Marcus van Dijk
Publisher : Springer
Page : 324 pages
File Size : 47,9 Mb
Release : 2009-05-21
Category : Business & Economics
ISBN : 9780230237049

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Sensory Marketing by B. Hultén,N. Broweus,M. van Dijk,Marcus van Dijk Pdf

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.

Sensory Marketing

Bertil Hultén
Sensory Marketing Book PDF

Author : Bertil Hultén
Publisher : Routledge
Page : 435 pages
File Size : 48,7 Mb
Release : 2015-10-08
Category : Business & Economics
ISBN : 9781317427841

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Sensory Marketing by Bertil Hultén Pdf

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.

Sensory Marketing

Bertil Hultén
Sensory Marketing Book PDF

Author : Bertil Hultén
Publisher : Routledge
Page : 420 pages
File Size : 40,5 Mb
Release : 2015-10-08
Category : Business & Economics
ISBN : 9781317427858

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Sensory Marketing by Bertil Hultén Pdf

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.

Sensory Marketing

Aradhna Krishna
Sensory Marketing Book PDF

Author : Aradhna Krishna
Publisher : Routledge
Page : 410 pages
File Size : 53,8 Mb
Release : 2011-02-25
Category : Business & Economics
ISBN : 9781135429959

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Sensory Marketing by Aradhna Krishna Pdf

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.

Sensory Marketing in Retail

Arto Lindblom
Sensory Marketing in Retail Book PDF

Author : Arto Lindblom
Publisher : Springer Nature
Page : 244 pages
File Size : 53,5 Mb
Release : 2024-01-15
Category : Business & Economics
ISBN : 9783031475153

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Sensory Marketing in Retail by Arto Lindblom Pdf

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.

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Gupta, Monika,Jindal, Priya,Bansal, Shubhi
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing Book PDF

Author : Gupta, Monika,Jindal, Priya,Bansal, Shubhi
Publisher : IGI Global
Page : 317 pages
File Size : 46,6 Mb
Release : 2022-12-09
Category : Business & Economics
ISBN : 9781668458990

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Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing by Gupta, Monika,Jindal, Priya,Bansal, Shubhi Pdf

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.

Sensory Marketing--Smells Like Profits

Michael R. Solomon
Sensory Marketing Smells Like Profits Book PDF

Author : Michael R. Solomon
Publisher : Pearson Education
Page : 13 pages
File Size : 44,5 Mb
Release : 2010-09-29
Category : Business & Economics
ISBN : 9780132609784

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Sensory Marketing--Smells Like Profits by Michael R. Solomon Pdf

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....

Customer Sense

Aradhna Krishna
Customer Sense Book PDF

Author : Aradhna Krishna
Publisher : Springer
Page : 185 pages
File Size : 55,7 Mb
Release : 2013-05-06
Category : Business & Economics
ISBN : 9781137346056

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Customer Sense by Aradhna Krishna Pdf

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.

Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior

Soares, Ana Maria,Elmashhara, Maher Georges
Emotional Sensory and Social Dimensions of Consumer Buying Behavior Book PDF

Author : Soares, Ana Maria,Elmashhara, Maher Georges
Publisher : IGI Global
Page : 424 pages
File Size : 47,6 Mb
Release : 2020-02-21
Category : Business & Economics
ISBN : 9781799822226

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Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior by Soares, Ana Maria,Elmashhara, Maher Georges Pdf

Unprecedented changes in consumer shopping habits pose major challenges for retailers who need to consider the multidimensional nature of shopping in order to design and provide engaging consumer experiences. The intersection between in-store and online shopping is also fundamental to meet the fast-changing consumer behavior. Comprehending how environmental and sensory dimensions, leisure, entertainment, and social interactions influence shopper emotions may enhance the shopping experience. Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior is an essential reference source that discusses methods for enhancing the shopping experience in an era of competition among shopping offline- and online-destinations, as well as predicting emerging changes in consumer behavior and shopping destinations and new technologies in retailing. Featuring research on topics such as consumer dynamics, experimental marketing, and retail technology, this book is ideally designed for retail managers, designers, advertisers, marketers, customer service representatives, merchandisers, industry professionals, academicians, researchers, students, and practitioners.

Brand Sense

Martin Lindstrom
Brand Sense Book PDF

Author : Martin Lindstrom
Publisher : Simon and Schuster
Page : 194 pages
File Size : 50,6 Mb
Release : 2010-02-02
Category : Business & Economics
ISBN : 9781439172018

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Brand Sense by Martin Lindstrom Pdf

The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

The Right Sensory Mix

Diana Derval
The Right Sensory Mix Book PDF

Author : Diana Derval
Publisher : Springer Science & Business Media
Page : 157 pages
File Size : 43,5 Mb
Release : 2010-09-17
Category : Business & Economics
ISBN : 9783642120930

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The Right Sensory Mix by Diana Derval Pdf

Berry-AMA Book Prize FINALIST 2011! “The Right Sensory Mix” is one of the four best marketing books in 2011 according to the American Marketing Association Foundation. The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize. Why do some people drink black coffee and others stick to tea? Why do some people prefer competitors’ products? Why do we sell less in this country? Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the same stimulus! Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions of sensors monitoring their body and brain. People with more taste buds are for example sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea. After reading the book, managers will be able to: • Understand and predict consumers’ behavior and preferences • Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product • Fine-tune their positioning and product range for every local market • Systematically increase their innovation hit rate

Utilizing Gamification in Servicescapes for Improved Consumer Engagement

Helmefalk, Miralem,Marcusson, Leif
Utilizing Gamification in Servicescapes for Improved Consumer Engagement Book PDF

Author : Helmefalk, Miralem,Marcusson, Leif
Publisher : IGI Global
Page : 319 pages
File Size : 49,6 Mb
Release : 2020-01-03
Category : Business & Economics
ISBN : 9781799819721

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Utilizing Gamification in Servicescapes for Improved Consumer Engagement by Helmefalk, Miralem,Marcusson, Leif Pdf

As consumers increase their purchases from online retailers, businesses must find exceedingly innovative ways to increase customer engagement. While online gaming has become increasingly prevalent, motivating customers through the same means has gained greater importance for businesses. Utilizing Gamification in Servicescapes for Improved Consumer Engagement is a pivotal reference source that provides vital research on employing various gamification mechanics to alter and enhance certain behaviors in marketing contexts. While highlighting topics such as online gaming, user engagement, and target marketing, this book is ideally designed for retailers, advertisers, marketers, promotion coordinators, industry professionals, business executives, managers, researchers, academicians, and students seeking current research on bridging servicescapes and marketing literature with gamification.

Marketing and Smart Technologies

José Luís Reis,Marc K. Peter,José Antonio Varela González,Zorica Bogdanović
Marketing and Smart Technologies Book PDF

Author : José Luís Reis,Marc K. Peter,José Antonio Varela González,Zorica Bogdanović
Publisher : Springer Nature
Page : 799 pages
File Size : 49,7 Mb
Release : 2023-05-11
Category : Technology & Engineering
ISBN : 9789811990991

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Marketing and Smart Technologies by José Luís Reis,Marc K. Peter,José Antonio Varela González,Zorica Bogdanović Pdf

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 1–3, 2022. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.