Sensory Marketing

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. By Bertil Hultén, Niklas Broweus, Marcus Van Dijk. Contents......Page 7 Preface......Page 9 Human Senses As Resource......Page 17 Sensorial Strategies and Customer Treatment......Page 23 The Human Senses Are at the Center......Page 28 Brand and Experience Logic – The Subjective Nature of Experience......Page 31 The Senses and the Sensory Experience......Page 33 The Individual's Experience Logic......Page 35 Notes......Page 37 Shifting Dynamics – The Embryo of the Binary Society......Page 40 Modern and Post-modern Value Systems......Page 42 Individualization As Lifestyle......Page 44 From Product to Sensory Experience......Page 47 The Brand and Sensory Marketing......Page 51 Notes......Page 54 To Sniff Out a Good Deal......Page 57 Scent As Experience Trigger......Page 63 Scents' Depth and Dimensions......Page 72 The Brand As Smell Experience......Page 79 Notes......Page 80 Sound to Hear and Understand......Page 83 Sound As Experience Trigger......Page 86 The Holism of Sound......Page 96 The Brand As Sound Experience......Page 99 Notes......Page 101 The Art of Seeing......Page 103 Visualization As Experience Trigger......Page 107 The Formation of the Service Landscape......Page 121 The Brand As Sight Experience......Page 125 Notes......Page 126 Tasteless Marketing......Page 128 Taste As Experience Trigger......Page 132 Brands with Spice......Page 140 The Brand As Taste Experience......Page 146 Notes......Page 147 Tactile Marketing......Page 150 Texture As Experience Trigger......Page 155 To Touch a Feeling......Page 162 The Brand As Touch Experience......Page 167 Notes......Page 169 Empathy and Delight......Page 171 Sensors, Sensations, and Sense Expressions......Page 176 The Brand Soul As Heart and Mind......Page 180 The Supreme Sensory Experience......Page 189 Notes......Page 193 C......Page 194 H......Page 195 N......Page 196 S......Page 197 T......Page 198 Z......Page 199 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. 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. The authors have received the prestigious Swedish award 'The Marketing Book of the Year 2008' from The Swedish Marketing Federation "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."--Jacket

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.