دانلود کتاب Sensory Marketing: Research on the Sensuality of Products

Name: Sensory Marketing: Research on the Sensuality of Products
Availability: InStock
Author: Aradhna Krishna
ISBN: 1841697532, 9781841697536

by Aradhna Krishna

عنوان فارسی: بازاریابی حسی: تحقیقات بر روی هوسرانی از محصولات
ناشر: Routledge
سال: 2009
ویرایش: 1
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 428
شابک: 1841697532, 9781841697536
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 3.00 مگابایت

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جزییات کتاب

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.

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