Sensory Marketing : Research on the Sensuality of Products
Book Details
Format
Hardback or Cased Book
ISBN-10
1841697532
ISBN-13
9781841697536
Publisher
Taylor & Francis Ltd
Imprint
Routledge
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 16th, 2009
Print length
426 Pages
Weight
704 grams
Dimensions
23.50 x 15.70 x 2.90 cms
Product Classification:
Occupational & industrial psychologyMarket research
Ksh 30,600.00
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What is sensory marketing and why is it interesting and also important? This book discusses how sensory aspects of products; that is, the touch, taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. It provides an overview of sensory marketing research.
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.
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