Sensory Marketing [Hardcover]

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.Contents Preface What is Sensory Marketing? Human Senses as a Resource Sensorial Strategies and Customer Treatment The Human Senses are in the Centre Brand and Experience Logic The Senses and the Sensory Experience The Individual's Experience Logic Marketing 3.0 Shifting Dynamics Modern and Post-modern Values Individualization as Lifestyle From Product to Sensory Experience The Brand and Sensory Marketing The Smell Sense To Sniff for A Proper Deal Scent as Experience Trigger Scent's Deep and Dimensions The Brand as Smell Experience The Sound Sense Sound to Hear and Understand Sound as Experience Trigger The Holism of Sound The Brand as Sound Experience The Sight Sense The Art of Seeing Visualization as Experience Trigger The Formation of the Service Landscape The Brand as Sight Experience The Taste Sense A Tasteless Marketing Taste as Experience Trigger Brands with Spice The Brand as Taste Experience The Touch Sense A Tactile Marketing Texture as Experience Trigger To Touch a Feeling The Brand as Touch Experience The Brand As Sensory Experience Empathy and Delight Sensors, Sensations and Sense Expressions The Brand Soul as Heart and Mind The Supreme Sensory Experience

All indications point to Sensory Marketing as the next frontier of strategic marketing. Bertil Hult?n and his colleagues capture the essence of Sensory Marketing as it embodies the entire brand experience. They clearly establish the relevance of the five senses to marketing strategy formulation from targeting customers and differentiating the product/service to positioning it in the customers' mind. Equally important is that they proceed from marketing strategy formulation to its implementation conveying to tl“9