What is sensory marketing and why is it interesting and also important? 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 products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. 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 classrooms.
định dạng PDF ● Trang 426 ● ISBN 9781135429966 ● Biên tập viên Aradhna (University of Michigan, Ann Arbor, USA) Krishna ● Nhà xuất bản Taylor and Francis ● Được phát hành 2011 ● Có thể tải xuống 6 lần ● Tiền tệ EUR ● TÔI 2358874 ● Sao chép bảo vệ Adobe DRM
Yêu cầu trình đọc ebook có khả năng DRM