TY  - BOOK
AU  - Hultén,Bertil
AU  - Broweus,Niklas
AU  - Dijk,Marcus van
TI  - Sensory marketing
SN  - 0230576575
AV  - HF5415 .H85 2009
U1  - 658.8 22
PY  - 2009///
CY  - Basingstoke, New York
PB  - Palgrave Macmillan
KW  - Marketing
KW  - Senses and sensation
N1  - Includes bibliographical references and index; 1; What is Sensory Marketing? --; Human Senses as a Resource --; Sensorial Strategies and Customer Treatment --; The Human Senses are in the Centre --; Brand and Experience Logic --; The Senses and the Sensory Experience --; The Individual's Experience Logic --; 2; Marketing 3 --; Shifting Dynamics --; Modern and Post-modern Values --; Individualization as Lifestyle --; From Product to Sensory Experience --; The Brand and Sensory Marketing --; 3; The Smell Sense --; To Sniff for A Proper Deal --; Scent as Experience Trigger --; Scent's Deep and Dimensions --; The Brand as Smell Experience --; 4; The Sound Sense --; Sound to Hear and Understand --; Sound as Experience Trigger --; The Holism of Sound --; The Brand as Sound Experience --; 5; The Sight Sense --; The Art of Seeing --; Visualization as Experience Trigger --; The Formation of the Service Landscape --; The Brand as Sight Experience --; 6; The Taste Sense --; A Tasteless Marketing --; Taste as Experience Trigger --; Brands with Spice --; The Brand as Taste Experience --; 7; The Touch Sense --; A Tactile Marketing --; Texture as Experience Trigger --; To Touch a Feeling --; The Brand as Touch Experience --; 8; The Brand As Sensory Experience --; Empathy and Delight --; Sensors, Sensations and Sense Expressions --; The Brand Soul as Heart and Mind --; The Supreme Sensory Experience
N2  - "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. This innovative book offers a theoretical as well as a practical understanding of sensory marketing. It gives the arguments, shows best practice and real life examples, as well as outlining new concepts and models."--Publisher's website
ER  -