Sensory Marketing Theoretical and Empirical Grounds [Hardcover]

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.

1. History of Consumer Marketing  2. The Marketing Dynamics  3. Sensory Marketing  4. The Brain and the Five Senses  5. The Sense of Sight  6. The Sense of Sound  7. The Sense of Smell  8. The Sense of Touch  9. The Sense of Taste  10. Multi-Sensory Brand Experience  11. Sensory Marketing In The Future

As a pioneer in the field of sensory marketing, Bertil Hult?n is thoroughly familiar with this quickly growing marketing approach. In Sensory Marketing: Theoretical and Empirical Groundshe 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 Gr?nroos, Professor Emeritus, Hanken School of Economics, Finland

Bertil Hult?nis Professor of Marketing at Linnaeus University, Sweden.