Sensory marketing
Auteur :
Hultén, B. / Broweus, N. / Dijk, M. van
Éditeur :
Palgrave Macmillan
ISBN :
9780230576575
Date de publication :
21 mai 2009
Dimensions :
22,9 x 15,2 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.