Sensory Marketing

Theoretical and Empirical Grounds

Bertil Hultén

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Paperback

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English

Routledge
10 March 2017

Sales & marketing management; Sales & marketing; Advertising industry

Series: Routledge Interpretive Marketing Research

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. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

By: Bertil Hultén
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 453g
ISBN: 9781138041011
ISBN 10: 1138041017
Series: Routledge Interpretive Marketing Research
Pages: 404
Publication Date: 10 March 2017
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Bertil Hultén is Professor of Marketing at Linnaeus University, Sweden.

Reviews for Sensory Marketing: Theoretical and Empirical Grounds

As a pioneer in the field of sensory marketing, Bertil Hulten is thoroughly familiar with this quickly growing marketing approach. In Sensory Marketing: Theoretical and Empirical Grounds he explains theoretical and practical aspects of sensory marketing and puts it into, for example, branding and neuromarketing perspectives. Through an overview of the development of marketing, sensory marketing is also related to a broader marketing context. This book is essential for marketing researchers and practitioners alike. -Christian Gronroos, Professor Emeritus, Hanken School of Economics, Finland