Sensory Marketing: Theoretical and Empirical Grounds

1st Edition

Bertil Hultén

Routledge
Published March 10, 2017
Reference - 404 Pages
ISBN 9781138041011 - CAT# Y329260
Series: Routledge Interpretive Marketing Research

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Summary

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.

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