Sensory Marketing: Research on the Sensuality of Products - Aradhna Krishna - Libros - Taylor & Francis Ltd - 9781841698892 - 16 de diciembre de 2009
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Aradhna Krishna
Sensory Marketing: Research on the Sensuality of Products 1.º edición

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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.

428 pages, 10 black & white tables

Medios de comunicación Libros     Paperback Book   (Libro con tapa blanda y lomo encolado)
Publicado 16 de diciembre de 2009
ISBN13 9781841698892
Editores Taylor & Francis Ltd
Páginas 426
Dimensiones 154 × 228 × 21 mm   ·   658 g
Lengua Inglés  
Editor Krishna, Aradhna (University of Michigan, Ann Arbor, USA)

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