Produktbild: Sensory Marketing

Sensory Marketing

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69,54 €

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ISBN: 0230576575
ISBN 13: 9780230576575
Autor: Hultén, B/Broweus, N/Dijk, M van
Verlag: Springer Verlag GmbH
Umfang: xiii, 183 S.
Erscheinungsdatum: 21.05.2009
Auflage: 1/2009
Produktform: Gebunden/Hardback
Einband: Gebunden

The key benefit of this book is that it develops the ideas and thoughts from previous publications regarding experiences, emotions and the five human senses in a mainstream marketing context. It develops a framework about the five human senses in a strategic marketing context. In this way, this book will show the theoretical and practical arguments of the five human senses in more detailThe authors are leading academics in Management and Consultancy and base their work on extensive research This is a topic which has not before been examined in such detail but has huge significance to the marketing industry The book won the Swedish award ‚The Marketing Book of the Year‘ in October 2008

Artikelnummer: 125840 Kategorie:

Beschreibung

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.

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E-Mail: juergen.hartmann@springer.com

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