Marketing 3.0

Bertil Hultén, Niklas Broweus and Marcus Dijk

Chapter 2 in Sensory Marketing, 2009, pp 24-40 from Palgrave Macmillan

Abstract: 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.

Keywords: Digital Technology; Sensory Experience; Change Force; Brand Image; Customer Experience (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23704-9_2

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DOI: 10.1057/9780230237049_2

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