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2009 | Buch

What is Sensory Marketing? Kapitel lesen Erstes Kapitel lesen

Sensory Marketing

verfasst von: Bertil Hultén, Niklas Broweus, Marcus van Dijk

Verlag: Palgrave Macmillan UK

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter
1. What is Sensory Marketing?
Abstract
This chapter presents sensory marketing in practice and theory. A sensory marketing framework is discussed and compared with mass and relationship marketing. Five sensorial strategies are suggested that emphasize the human senses as the center of a firm’s sensory marketing. At the end of the chapter the importance of the human senses, the brand, and experience logic in sensory marketing is discussed.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
2. Marketing 3.0
Abstract
This chapter presents the change forces of the third wave that affect marketing at the beginning of the twenty-first century. In particular, the importance of the modern and post-modern value systems in what is called the “binary society” is emphasized. Finally, the roles of aesthetics, emotions, and experiences in sensory marketing are discussed.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
3. The Smell Sense
Abstract
This chapter argues for the importance of scents for firms as well as individuals. A number of different sense expressions are presented through which a smell experience can be accomplished. In addition, the meaning of scents for employees’ environment and health is discussed. Finally, Hotel Park Hyatt Vendôme in France is presented as an example of the brand as a smell experience.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
4. The Sound Sense
Abstract
This chapter discusses the importance of sound for individuals and organizations. It shows how different sense expressions can contribute to a sound experience. The role of celebrities and musicians as part of a holistic perspective on sound is also emphasized. Finally, Saab, part of the U.S. carmaker General Motors, is presented as an example of the brand as a sound experience.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
5. The Sight Sense
Abstract
This chapter begins with a discussion of the importance of a firm’s “genetic code” in clarifying its identity as a brand. Then, different sense expressions in visualizing a brand and creating a sight experience are discussed. In this regard the meaning of the down-to-earth and virtual formation of the service landscape in a holistic perspective is emphasized. Finally, the U.S. fashion retailer Abercrombie & Fitch is presented as an example of the brand as a sight experience.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
6. The Taste Sense
Abstract
This chapter begins with a discussion of the taste sense and its more or less hidden role in marketing. It highlights different sense expressions to facilitate a taste experience and how tastes can be used in sensory marketing. Finally, the British retail chain Hotel Chocolat is presented as an example of the brand as taste experience.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
7. The Touch Sense
Abstract
This chapter discusses the importance of physical and psychological interaction between firms and individuals. Sense expressions that focus on a touch experience are described in detail. We also discuss the importance of accessibility and digital technology to interaction with a brand. Finally, the Volvo brand of the U.S. carmaker Ford is presented as an example of the brand as a touch experience.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
8. The Brand as Sensory Experience
Abstract
This concluding chapter summarizes our ideas and thoughts about sensory marketing. Concepts such as the brand soul, sensors, sensations, and sense expressions are discussed within a sensory marketing framework. At the end of the chapter, best practice with regard to the supreme sensory experience is illustrated using the example of the U.S. grocery retailer Whole Foods.
Bertil Hultén, Niklas Broweus, Marcus van Dijk
Backmatter
Metadaten
Titel
Sensory Marketing
verfasst von
Bertil Hultén
Niklas Broweus
Marcus van Dijk
Copyright-Jahr
2009
Verlag
Palgrave Macmillan UK
Electronic ISBN
978-0-230-23704-9
Print ISBN
978-1-349-36649-1
DOI
https://doi.org/10.1057/9780230237049