Sensory Marketing by Bertil Hultn

Sensory Marketing by Bertil Hultn

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.

"As a pioneer in the field of sensory marketing, Bertil Hultén is thoroughly familiar with this quickly growing marketing approachIn Sensory Marketing: Theoretical and Empirical Grounds he explains theoretical and practical aspects of sensory marketing and puts it into, for example, branding and neuromarketing perspectives. Through an overview of the development of marketing, sensory marketing is also related to a broader marketing context. This book is essential for marketing researchers and practitioners alike." –Christian Grönroos, Professor Emeritus, Hanken School of Economics, Finland

Bertil Hultén is Professor of Marketing at Linnaeus University, Sweden.

SKU	Non disponible
ISBN 13	9781138041011
ISBN 10	1138041017
Titre	Sensory Marketing
Auteur	Bertil Hultén
Série	Routledge Interpretive Marketing Research
État	Non disponible
Type de reliure	Paperback
Éditeur	Taylor & Francis Ltd
Année de publication	2017-03-10
Nombre de pages	404
Note de couverture	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible