Sensory marketing:
"The culture of the contemporary society becomes more and more individualized and experience-based, with an abundance of many similar brands, products and services. This development is the start of a new marketing era. Functional attributes and product benefits are no longer enough in order to...
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke
Palgrave Macmillan
2009
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "The culture of the contemporary society becomes more and more individualized and experience-based, with an abundance of many similar brands, products and services. This development is the start of a new marketing era. Functional attributes and product benefits are no longer enough in order to attract and commit the customers. Firms must affect through smelling, hearing, seeing, tasting or touching. This pioneering book shows how the five human senses - smell, sound, sight, taste or touch - are the starting point for a firm's strategic marketing. It concerns how firms are able to treat the customers in a more intimate and personal way than before, through emotional, rational and sensual elements. The book covers the ongoing shift from mass-marketing and relationship-marketing to sensory marketing. It shows the importance for marketers, practitioners and researchers as well as students to reach the five human senses at a deeper level than traditional mass-marketing and relationship-marketing theories do." -- Book jacket. |
| Beschreibung: | XIII, 183 S. 24cm |
| ISBN: | 9780230576575 0230576575 |
Internformat
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| 520 | 3 | |a "The culture of the contemporary society becomes more and more individualized and experience-based, with an abundance of many similar brands, products and services. This development is the start of a new marketing era. Functional attributes and product benefits are no longer enough in order to attract and commit the customers. Firms must affect through smelling, hearing, seeing, tasting or touching. This pioneering book shows how the five human senses - smell, sound, sight, taste or touch - are the starting point for a firm's strategic marketing. It concerns how firms are able to treat the customers in a more intimate and personal way than before, through emotional, rational and sensual elements. The book covers the ongoing shift from mass-marketing and relationship-marketing to sensory marketing. It shows the importance for marketers, practitioners and researchers as well as students to reach the five human senses at a deeper level than traditional mass-marketing and relationship-marketing theories do." -- Book jacket. | |
| 650 | 7 | |a Konsumentenverhalten |2 stw | |
| 650 | 7 | |a Marketingpolitik |2 stw | |
| 650 | 7 | |a USA |2 stw | |
| 650 | 7 | |a Wahrnehmung |2 stw | |
| 650 | 7 | |a Werbepsychologie |2 stw | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Senses and sensation | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-017544566 | ||
Datensatz im Suchindex
| _version_ | 1804139101771792384 |
|---|---|
| adam_text | CONTENTS
Preface
vu
What Is Sensory Marketing?
1
Human Senses As Resource
1
Sensorial
Strategies and Customer Treatment
7
The Human Senses Are at the Center
12
Brand and Experience Logic
-
The Subjective Nature of Experience
15
The Senses and the Sensory Experience
17
The Individual s Experience Logic
19
Notes
21
Marketing
3.0
Shifting Dynamics
-
The Embryo of the Binary Society
Modern and Post-modern Value Systems
Individualization As Lifestyle
From Product to Sensory Experience
The Brand and Sensory Marketing
Notes
24
24
26
28
31
35
38
The Smell Sense
To Sniff Out a Good Deal
Scent As Experience Trigger
Scents Depth and Dimensions
The Brand As Smell Experience
Notes
41
41
47
56
63
64
The Sound Sense
Sound to Hear and Understand
Sound As Experience Trigger
The Holism of Sound
The Brand As Sound Experience
Notes
67
67
70
80
83
85
CONTENTS
5.
The Sight Sense
87
The Art of Seeing
87
Visualization As Experience Trigger
91
The Formation of the Service Landscape
105
The Brand As Sight Experience
109
Notes
110
6.
The Taste Sense
112
Tasteless Marketing
112
Taste As Experience Trigger
116
Brands with Spice
124
The Brand As Taste Experience
130
Notes
131
7.
The Touch Sense
134
Tactile Marketing
134
Texture As Experience Trigger
139
To Touch a Feeling
146
The Brand As Touch Experience
151
Notes
153
8.
The Brand As Sensory Experience
155
Empathy and Delight
155
Sensors, Sensations, and Sense Expressions
160
The Brand Soul As Heart and Mind
164
The Supreme Sensory Experience
173
Notes
177
Index
178
|
| any_adam_object | 1 |
| author | Hultén, Bertil Broweus, Niklas Dijk, Marcus van |
| author_facet | Hultén, Bertil Broweus, Niklas Dijk, Marcus van |
| author_role | aut aut aut |
| author_sort | Hultén, Bertil |
| author_variant | b h bh n b nb m v d mv mvd |
| building | Verbundindex |
| bvnumber | BV035488141 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415 |
| callnumber-search | HF5415 |
| callnumber-sort | HF 45415 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)298778073 (DE-599)GBV593143787 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV035488141 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T21:38:44Z |
| institution | BVB |
| isbn | 9780230576575 0230576575 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017544566 |
| oclc_num | 298778073 |
| open_access_boolean | |
| owner | DE-703 DE-92 DE-473 DE-BY-UBG |
| owner_facet | DE-703 DE-92 DE-473 DE-BY-UBG |
| physical | XIII, 183 S. 24cm |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spelling | Hultén, Bertil Verfasser aut Sensory marketing Bertil Hultén, Niklas Broweus, Marcus van Dijk 1. publ. Basingstoke Palgrave Macmillan 2009 XIII, 183 S. 24cm txt rdacontent n rdamedia nc rdacarrier "The culture of the contemporary society becomes more and more individualized and experience-based, with an abundance of many similar brands, products and services. This development is the start of a new marketing era. Functional attributes and product benefits are no longer enough in order to attract and commit the customers. Firms must affect through smelling, hearing, seeing, tasting or touching. This pioneering book shows how the five human senses - smell, sound, sight, taste or touch - are the starting point for a firm's strategic marketing. It concerns how firms are able to treat the customers in a more intimate and personal way than before, through emotional, rational and sensual elements. The book covers the ongoing shift from mass-marketing and relationship-marketing to sensory marketing. It shows the importance for marketers, practitioners and researchers as well as students to reach the five human senses at a deeper level than traditional mass-marketing and relationship-marketing theories do." -- Book jacket. Konsumentenverhalten stw Marketingpolitik stw USA stw Wahrnehmung stw Werbepsychologie stw Marketing Senses and sensation Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Broweus, Niklas Verfasser aut Dijk, Marcus van Verfasser aut Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017544566&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hultén, Bertil Broweus, Niklas Dijk, Marcus van Sensory marketing Konsumentenverhalten stw Marketingpolitik stw USA stw Wahrnehmung stw Werbepsychologie stw Marketing Senses and sensation Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Sensory marketing |
| title_auth | Sensory marketing |
| title_exact_search | Sensory marketing |
| title_full | Sensory marketing Bertil Hultén, Niklas Broweus, Marcus van Dijk |
| title_fullStr | Sensory marketing Bertil Hultén, Niklas Broweus, Marcus van Dijk |
| title_full_unstemmed | Sensory marketing Bertil Hultén, Niklas Broweus, Marcus van Dijk |
| title_short | Sensory marketing |
| title_sort | sensory marketing |
| topic | Konsumentenverhalten stw Marketingpolitik stw USA stw Wahrnehmung stw Werbepsychologie stw Marketing Senses and sensation Marketing (DE-588)4037589-4 gnd |
| topic_facet | Konsumentenverhalten Marketingpolitik USA Wahrnehmung Werbepsychologie Marketing Senses and sensation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017544566&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hultenbertil sensorymarketing AT broweusniklas sensorymarketing AT dijkmarcusvan sensorymarketing |