Год выпуска: 2013 Автор: Magdalena Grebosz and Barbara Wronska Издательство: LAP Lambert Academic Publishing Страниц: 120 ISBN: 9783659474019
Описание
The present monograph is an analysis of the impact of senses on marketing. This book aims to be concise, returning to and examining the core foundations of senses impact on customers behaviours in context of marketing activities. The sensory cues that are analysed are sight, sound, scent and touch with the special emphasis placed on their interactions. This book has been divided into three chapters. In the first chapter, the evolution of sensory marketing is presented. The second chapter is a review of international research concerning sensory marketing. The third chapter has empirical character; the results coming from own research, conducted in Poland and in Spain, are analysed to evaluate the impact of multisensory marketing on buying intentions, evaluation of products and its environment, taking into account male and female responds. The book is mainly addressed to scientists that develop research in the area of sensory marketing and to marketing managers that want to expand...
