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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.
Sensory Marketing
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.
Van Dijk Rules
If Van Dijk is your favourite football superstar, then this is the book for you Discover how he went from playing football in cages and in the streets in the Netherlands to being named the UEFA Men's Player of the Year in 2019. Learn how Van Dijk came to captain the Netherlands national team and become one of the strongest defenders in the world, currently playing for Liverpool. Football Superstars: Van Dijk Rules is written in an engaging and accessible style that's ideal for emerging and reluctant readers. The simple narrative text is supplemented with cartoons and visual jokes, and presented with an energetic, graphic look. Sections and chapters make it easy to navigate and fun to dip in and out of. A supporting cast of players, managers, TV pundits - and even the authors themselves - chip in with quotes, jokes and comments to add to the playful and informative fun.
Sensory Marketing
Authored by Bertil Hultén, one of the world′s leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer, not only to increase the chance of an immediate sale but perceptions of the product which play into a customer′s return and brand loyalty for the future.
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.
B2B Relationship Marketing Management in Trade Fair Activity
The issues of B2B management and B2B marketing are becoming of increasing interest to business scholars and practitioners. This book is the first publication dedicated solely to the connection between relationship marketing management and trade fair activity management, two essential marketing concepts. It investigates the role of trade fairs with regard to B2B relationship marketing management in the era of the world economic crisis using the example of the retail real estate industry. A vital issue tackled in this book refers to the exploration of the characteristics of retail real estate trade fairs from the perspective of creating conditions favourable for developing business relationshi...
Sensory Marketing
Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.
Nicolaas van Wijk (1880-1941)
Nicolaas van Wijk (1880-1941) was the founder of Slavic studies in the Netherlands and one of the greatest Slavists in general. This book describes for the first time how a scholar of the Dutch language, whose etymological dictionary of the Dutch language is still considered the best of its kind, was appointed in 1913 to the newly created Chair in Slavic languages at Leiden University and built up a tremendous reputation for himself in Eastern Europe. Van Wijk’s relations with his famous teacher, the linguist C.C. Uhlenbeck, are followed attentively, as is his postgraduate apprenticeship in Leipzig (1902-1903), where he followed August Leskien’s lectures in Slavic studies. Attention is a...
Genome Plasticity and Infectious Diseases
Comprehensive examination of the current understanding of pathogen adaptation and microevolution. • Introduces the rapidly evolving field of genome plasticity, presents the latest research findings, and explores the relevance of these findings to infection and infection control. • Compiles and analyzes current investigations on the genome fluidity of pathogenic microbes. • Explores bacteria, viruses, fungi, and parasites from the aspect of host genome plasticity and its impact on infection.
