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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing Sensory Marketing in Retail
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Sensory Marketing in Retail
Arto Lindblom (Broschiert, Englisch)
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Beschreibung
Sensory marketing is a way to differentiate businesses from their competition while influencing customers and their behaviour. At its best, sensory marketing guides or helps customers to make certain choices in a way that they are unaware of what actually influenced their choices. Although it sounds like an attractive way to “nudge” customers, it is a highly demanding practice that also involves… risks and ethical concerns. This textbook delves into the world of sensory marketing in a physical retail setting and offers a comprehensive and coherent view of various sensory cues and their capacity to drive our behaviour through stimulating our senses and creating sensory experiences. It particularly highlights the meaning of the multisensory nature of retail stores and emphasises how cues tend to affect us in combination rather than separately as single cues. After reading this book, you will be able to: · Identify various cues in a retailing setting · Categorise cues into different groups · Explain how cues affect consumers when they make their daily choices · Understand the multisensory nature of retail stores and the meaning of cue (in)congruence · Describe how consumers are likely to respond differently to cue combinations than single cues · Apply cues in practice and assess their outcomes. Ideal reading for students taking classes in consumer behaviour, shopper marketing, retail marketing and store design among others, it contains more than 30 global examples from various retail companies, self-reflective questions and decisions-based questions to aid learning. 64,19 €
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Technische Daten
Erscheinungsdatum
15.12.2023
Sprache
Englisch
EAN
9783031475146
Herausgeber
Springer International Publishing
Sonderedition
Nein
Autor
Arto Lindblom
Seitenanzahl
237
Einbandart
Broschiert
Buch Untertitel
An Introduction to the Multisensory Nature of Retail Stores
Schlagwörter
sensory cues, brick-and-mortar stores, consumer behaviour, consumer psychology, shopper marketing, store design
Thema-Inhalt
KJS - Marketing und Vertrieb
KNP - Einzel- und Großhandel
Höhe
235 mm
Breite
15.5 cm
Transparenz & Sicherheit
Hersteller: Springer, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH
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