What is Sensory Marketing?

Bertil Hultén, Niklas Broweus and Marcus Dijk

Chapter 1 in Sensory Marketing, 2009, pp 1-23 from Palgrave Macmillan

Abstract: 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.

Keywords: Sensory Experience; Trade Mark; Relationship Marketing; Human Sense; Experience Logic (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_1

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DOI: 10.1057/9780230237049_1

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