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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
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
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.
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.
Sinnesmarknadsföring
None
The Neuro-Consumer
Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious...
Ethics Management in the Public Service
Ethics Management in the Public Service offers a new perspective for ethics management in the Public Administration. The traditional approaches, relying on codified rules, regulations, and guidelines, have not yielded the results expected of them and have not managed to serve as an effective tool in the hands of public administrators struggling with ethical and moral questions. Unlike Code-based training strategies, focusing on the written word and its application in real-life situations, the authors introduce a sensory-based strategy to sharpen public administrators’ senses. This type of training would first aim to help the public administrators become conscious of the use of their senses...
秀色可餐？
★本書榮獲美國商業史學會頒發的2020年「哈格利最佳商業史書籍獎」★ 超市裡鮮紅欲滴的草莓、連鎖迴轉壽司店裡的鮭魚…… 隨著文明進步，消費者開始傾向「用看的」，評斷食物的品質與美味程度。 日本東京大學商業史學家為你揭示， 食品工業、雜貨店、家電公司及化學公司，如何聯手形塑當代飲食文化。 面對感官世界的「理所當然」 「秀色」是否真的「可餐」？ 日本文豪夏目漱石，曾在《草枕》裡這樣形容羊羹： 「我在所有點心裡最愛吃的就是羊羹，其質地光滑細膩，在陽光照射下，顯出半透明的光澤，怎麼看都...
