Sensory marketing: an introduction
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; Thousand Oaks ; New Delhi ; Singapore
Sage Publications Ltd
2020
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Enthält Literaturangaben auf Seite [213]-225 |
| Beschreibung: | vii, 230 Seiten Illustrationen |
| ISBN: | 9781526423252 9781526423245 |
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Datensatz im Suchindex
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| adam_text | CONTENTS Acknowledgements ix Introduction 1 Sensory Marketing Principles 5 1 2 3 1.0 Introduction 1.1 The Human Senses 1.2 The Global Marketing Environment 1.3 Individualization as Lifestyle 1.4 Theoretical foundations 1.5 What is Sensory Marketing? 1.6 Chapter Summary 1.7 The Case of Starbucks Further Reading 6 6 7 9 13 18 28 29 31 The Sensory Brain 33 2.0 Introduction 2.1 The Gestalt Perspective 2.2 The Brain as The Black Box 2.3 The Senses and the Brain 2.4 Brain Gender 2.5 Neuromarketing 2.6 Chapter Summary 2.7 The Case of Coca-Cola and Pepsi Further Reading 34 34 35 40 44 48 52 53 55 Sensory Principles for Vision 57 3.0 Introduction 3.1 The Human Eyes and Vision 58 58
vi 4 5 6 CONTENTS 3.2 Characteristics of Vision 3.3 Visual Perception and Societal Culture 3.4 Service Environments 3.5 Brands and Products 3.6 Chapter Summary 3.7 The Case of Victoria s Secret Further Reading 59 64 66 72 78 79 81 Sensory Principles for Sound 83 4.0 Introduction 4.1 The Human Ears and Hearing 4.2 Characteristics of Sound 4.3 Sound Perception and Societal Culture 4.4 Service Environments 4.5 Brand and Products 4.6 Chapter Summary 4.7 The Case of Coca-Cola Further Reading 84 84 86 89 93 99 104 105 107 Sensory Principles for Smell 109 5.0 Introduction 5.1 The Human Nose and Smelling 5.2 Characteristics of Smell 5.3 Olfactory Perception and Societal Culture 5.4 Service Environments 5.5 Brands and Products 5.6 Chapter Summary 5.7 The Case of Singapore Airlines (SIA) Further Reading 110 110 112 116 121 127 132 133 134 Sensory Principles for Touch 135 6.0 6.1 6.2 6.3 6.4 6.5 6.6 136 136 138 142 146 151 156 Introduction The Human Body and Touching Characteristics of Touch Tactile Perception and Societal Culture Service Environments Brands and Products Chapter Summary
CONTENTS 7 8 vii 6.7 The Case of Apple Stores Further Reading 156 158 Sensory Principles for Taste 159 7.0 Introduction 7.1 The Dual Sense of Taste 7.2 Characteristics of Taste 7.3 Taste Perception and Societal Culture 7.4 Service Environments 7.5 Brands and Products 7.6 Chapter Summary 7.7 The Case of IKEA Further Reading 160 160 162 166 172 176 181 181 183 Multi-Sensory Principles 185 8.0 Introduction 8.1 The Human Senses in Collaboration 8.2 The Multi-Sensory Phenomenon 8.3 Service Environments as Multi-Sensory Interaction 8.4 Brands and Products as Multi-Sensory Interaction 8.5 Multi-Sensory Brand-Experience 8.6 Chapter Summary 8.7 The Case of Kia Motors Further Reading 186 186 190 192 197 202 207 208 211 References Index 213 227
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| adam_txt |
CONTENTS Acknowledgements ix Introduction 1 Sensory Marketing Principles 5 1 2 3 1.0 Introduction 1.1 The Human Senses 1.2 The Global Marketing Environment 1.3 Individualization as Lifestyle 1.4 Theoretical foundations 1.5 What is Sensory Marketing? 1.6 Chapter Summary 1.7 The Case of Starbucks Further Reading 6 6 7 9 13 18 28 29 31 The Sensory Brain 33 2.0 Introduction 2.1 The Gestalt Perspective 2.2 The Brain as The Black Box 2.3 The Senses and the Brain 2.4 Brain Gender 2.5 Neuromarketing 2.6 Chapter Summary 2.7 The Case of Coca-Cola and Pepsi Further Reading 34 34 35 40 44 48 52 53 55 Sensory Principles for Vision 57 3.0 Introduction 3.1 The Human Eyes and Vision 58 58
vi 4 5 6 CONTENTS 3.2 Characteristics of Vision 3.3 Visual Perception and Societal Culture 3.4 Service Environments 3.5 Brands and Products 3.6 Chapter Summary 3.7 The Case of Victoria's Secret Further Reading 59 64 66 72 78 79 81 Sensory Principles for Sound 83 4.0 Introduction 4.1 The Human Ears and Hearing 4.2 Characteristics of Sound 4.3 Sound Perception and Societal Culture 4.4 Service Environments 4.5 Brand and Products 4.6 Chapter Summary 4.7 The Case of Coca-Cola Further Reading 84 84 86 89 93 99 104 105 107 Sensory Principles for Smell 109 5.0 Introduction 5.1 The Human Nose and Smelling 5.2 Characteristics of Smell 5.3 Olfactory Perception and Societal Culture 5.4 Service Environments 5.5 Brands and Products 5.6 Chapter Summary 5.7 The Case of Singapore Airlines (SIA) Further Reading 110 110 112 116 121 127 132 133 134 Sensory Principles for Touch 135 6.0 6.1 6.2 6.3 6.4 6.5 6.6 136 136 138 142 146 151 156 Introduction The Human Body and Touching Characteristics of Touch Tactile Perception and Societal Culture Service Environments Brands and Products Chapter Summary
CONTENTS 7 8 vii 6.7 The Case of Apple Stores Further Reading 156 158 Sensory Principles for Taste 159 7.0 Introduction 7.1 The Dual Sense of Taste 7.2 Characteristics of Taste 7.3 Taste Perception and Societal Culture 7.4 Service Environments 7.5 Brands and Products 7.6 Chapter Summary 7.7 The Case of IKEA Further Reading 160 160 162 166 172 176 181 181 183 Multi-Sensory Principles 185 8.0 Introduction 8.1 The Human Senses in Collaboration 8.2 The Multi-Sensory Phenomenon 8.3 Service Environments as Multi-Sensory Interaction 8.4 Brands and Products as Multi-Sensory Interaction 8.5 Multi-Sensory Brand-Experience 8.6 Chapter Summary 8.7 The Case of Kia Motors Further Reading 186 186 190 192 197 202 207 208 211 References Index 213 227 |
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| spelling | Hultén, Bertil Verfasser (DE-588)1213752817 aut Sensory marketing an introduction Bertil Hultén London ; Thousand Oaks ; New Delhi ; Singapore Sage Publications Ltd 2020 vii, 230 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Enthält Literaturangaben auf Seite [213]-225 Sensorik Neurophysiologie (DE-588)4194931-6 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Wahrnehmung (DE-588)4064317-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Verbraucherverhalten (DE-588)4062644-1 s Wahrnehmung (DE-588)4064317-7 s Sensorik Neurophysiologie (DE-588)4194931-6 s Werbepsychologie (DE-588)4140889-5 s DE-604 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032185743&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hultén, Bertil Sensory marketing an introduction Sensorik Neurophysiologie (DE-588)4194931-6 gnd Werbepsychologie (DE-588)4140889-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Wahrnehmung (DE-588)4064317-7 gnd Marketing (DE-588)4037589-4 gnd |
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| title | Sensory marketing an introduction |
| title_auth | Sensory marketing an introduction |
| title_exact_search | Sensory marketing an introduction |
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| title_full | Sensory marketing an introduction Bertil Hultén |
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| title_full_unstemmed | Sensory marketing an introduction Bertil Hultén |
| title_short | Sensory marketing |
| title_sort | sensory marketing an introduction |
| title_sub | an introduction |
| topic | Sensorik Neurophysiologie (DE-588)4194931-6 gnd Werbepsychologie (DE-588)4140889-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Wahrnehmung (DE-588)4064317-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Sensorik Neurophysiologie Werbepsychologie Verbraucherverhalten Wahrnehmung Marketing |
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