Sensory Marketing
by Hultén, Bertil; Broweus, Niklas; van Dijk, MarcusFormat: Hardcover
Pub. Date: 2009-06-15
Publisher(s): Palgrave Macmillan
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Summary
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#x19; five senses at a deeper level than traditional marketing theories do.
Author Biography
BERTIL HULTEN is an Associate Professor at the Baltic Business School (BBS), Kalmar University, and Research Affiliate at the Swedish Retail Institute (HUI), Stockholm, Sweden. Dr. Hultn has published scientific articles and papers in academic journals and proceedings. He also serves as speaker and reviewer at international conferences and symposiums. His main research area includes sensory marketing, human senses and brands. Another area of interest is retailing and growth success factors of retail chains.
NIKLAS BROWEUS holds a M.Sc. in Business Administration. He studied at the University of Kalmar, Sweden, Cracow, University of Economics, Poland, and the University of Gothenburg, Sweden. Broweus has worked as a project leader in the Information Technology industry, and is currently working as marketing consultant and speaker.
MARCUS VAN DIJK is a marketing consultant and speaker holding a M.Sc. from the University of Kalmar, Sweden and Otterbein College, USA. He has, amongst other things, participated in a research project that studies the internationalization process of small and medium size export firms in Sweden. He has also worked as tutor for marketing students at the University of Kalmar.
NIKLAS BROWEUS holds a M.Sc. in Business Administration. He studied at the University of Kalmar, Sweden, Cracow, University of Economics, Poland, and the University of Gothenburg, Sweden. Broweus has worked as a project leader in the Information Technology industry, and is currently working as marketing consultant and speaker.
MARCUS VAN DIJK is a marketing consultant and speaker holding a M.Sc. from the University of Kalmar, Sweden and Otterbein College, USA. He has, amongst other things, participated in a research project that studies the internationalization process of small and medium size export firms in Sweden. He has also worked as tutor for marketing students at the University of Kalmar.
Table of Contents
| Preface | p. vii |
| What Is Sensory Marketing? | p. 1 |
| Human Senses As Resource | p. 1 |
| Sensorial Strategies and Customer Treatment | p. 7 |
| The Human Senses Are at the Center | p. 12 |
| Brand and Experience Logic - The Subjective Nature of Experience | p. 15 |
| The Senses and the Sensory Experience | p. 17 |
| The Individual's Experience Logic | p. 19 |
| Notes | p. 21 |
| Marketing 3.0 | p. 24 |
| Shifting Dynamics - The Embryo of the Binary Society | p. 24 |
| Modern and Post-modern Value Systems | p. 26 |
| Individualization As Lifestyle | p. 28 |
| From Product to Sensory Experience | p. 31 |
| The Brand and Sensory Marketing | p. 35 |
| Notes | p. 38 |
| The Smell Sense | p. 41 |
| To Sniff Out a Good Deal | p. 41 |
| Scent As Experience Trigger | p. 47 |
| Scents' Depth and Dimensions | p. 56 |
| The Brand As Smell Experience | p. 63 |
| Notes | p. 64 |
| The Sound Sense | p. 67 |
| Sound to Hear and Understand | p. 67 |
| Sound As Experience Trigger | p. 70 |
| The Holism of Sound | p. 80 |
| The Brand As Sound Experience | p. 83 |
| Notes | p. 85 |
| The Sight Sense | p. 87 |
| The Art of Seeing | p. 87 |
| Visualization As Experience Trigger | p. 91 |
| The Formation of the Service Landscape | p. 105 |
| The Brand As Sight Experience | p. 109 |
| Notes | p. 110 |
| The Taste Sense | p. 112 |
| Tasteless Marketing | p. 112 |
| Taste As Experience Trigger | p. 116 |
| Brands with Spice | p. 124 |
| The Brand As Taste Experience | p. 130 |
| Notes | p. 131 |
| The Touch Sense | p. 134 |
| Tactile Marketing | p. 134 |
| Texture As Experience Trigger | p. 139 |
| To Touch a Feeling | p. 146 |
| The Brand As Touch Experience | p. 151 |
| Notes | p. 153 |
| The Brand As Sensory Experience | p. 155 |
| Empathy and Delight | p. 155 |
| Sensors, Sensations, and Sense Expressions | p. 160 |
| The Brand Soul As Heart and Mind | p. 164 |
| The Supreme Sensory Experience | p. 173 |
| Notes | p. 177 |
| Index | p. 178 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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