Includes bibliographical references and index.
|Statement||editor, Aradhna Krishna.|
|LC Classifications||HF5415 .S3696 2010|
|The Physical Object|
|ISBN 10||9781841697536, 9781841698892|
|LC Control Number||2009039303|
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. 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 . The strategy of engaging the senses to sell products is referred to as sensory marketing: marketing that influences consumers’ perception of brands by using multi-sensory experiences to establish positive emotional connections with them. Reviews "This book differs in that (the content) is underpinned by psychological theories and methodological approaches. The outcome of a conference event, current research is discussed alongside contemporary and familiar sensory marketing examples, and should appeal to academics and marketing professionals alike.".
The area of psychological marketing known as "sensory marketing" is an advertising tactic intended to appeal to one or more of the five human senses of sight, hearing, smell, taste, and touch to create an emotional association with a specific product or brand. A successful sensory branding strategy taps into certain beliefs, feelings, thoughts, and memories to create a brand Author: Robert Longley. The book is well written, fun, and very informative. I have the impression that a change of paradigm is happening in marketing. And, as it is already possible to see, sensory marketing will play a huge role in the future. This book represents the best reference I have found. Yes, I have read many other books on the topic/5. Book Description. Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and ating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. Aradhna Krishna directs the Sensory Marketing Laboratory at the University of Michigan and is considered the foremost expert in the ﬁeld. She says that many companies are just starting to recognize how strongly the senses aﬀect the deepest parts of our brains. The author of the book Customer Sense: How the 5 Senses InﬂuenceFile Size: KB.
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 by: 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 : Aradhna Krishna. The Science of Sensory Marketing. From the March Issue The author of the book Customer Sense: He spoke with HBR about the company’s new emphasis on sensory marketing and design. Sensory Marketing book. Read reviews from world’s largest community for readers. The book covers the ongoing shift from mass-marketing and micro-marketin /5.