Sensory marketing: theoretical and empirical grounds
Auteur :
Hultén, Bertil
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138041011
Date de publication :
10 mars 2017
Dimensions :
22,9 x 15,2 cm
Poids :
453 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.