Sensory Marketing [Hardcover]

"All indications point to Sensory Marketing as the next frontier of strategic marketing. Bertil Hultén and his colleagues capture the essence of Sensory Marketing as it embodies the entire brand experience. They clearly establish the relevance of the five senses to marketing strategy formulation from targeting customers and differentiating the product/service to positioning it in the customers' mind. Equally important is that they proceed from marketing strategy formulation to its implementation conveying to the readers the role of the five senses in creating, communicating and delivering the value. The authors' presentation is grounded in consumer psychology and behavior. Therefore, it is a must read for marketing academicians and practitioners alike." - Adel I. El-Ansary, Donna L. Harper Professor of Marketing, Chairman, Marketing and Logistics, Coggin College of Business, University of North Florida , USA

"To increase sales it is important to offer price worthy products to the customers. However, as Bertil Hultén and his co-authors shows in this interesting and readable book 'Sensory Marketing', successful marketing is so much more in contemporary society. I can strongly recommend the book to both practioners, marketing students and scholars.' - Fredrik Bergström, Analysis& Strategy Director, Ph.D, WSP Group

"The five senses are part of customers' perception of goods and services. However, this has not been included in marketing models and the literature on this topic is scarce. Therefore, this book on Sensory Marketing fills a major gap in the marketing literature. It elaborates in-depth on sensory experiences and develops a sensory marketing framework for managers and students alike. It also extends our understanding of customers' brand experiences and places it in a sensory marketing context." – Christian Grönroos, Professor of Service and Relationship Marketing, Hanken School of Economics, Helsinki, Finland

"Sensory marketing offers insights and ideas that apply to marketing management practice. The book is innovative and thought-provoking and gives a deeper perspective upon the consumer. It is a valuable tool for more integrated and efficient marketing in a world of complex targets groups and an increasingly fragmented media world." - Charles Larsson, Marketing Director, Steen& Ström

"Sensory Marketing is a challenging book setting out to argue that the field of so-called experiential marketing applies to a much wider set of products and services. In doing this it is well and clearly argued and assembles an impressive array of scholarly references and practical examples." - Robin Wensley, Professor of Policy and Marketing, Director of ESRC/EPSRC AIM Research Initiative, Warwick Business School, UK

"The book is fantastic. It's a strong source of inspiration for those marketing, and product departments already applying sensory marketing. For those companies still too traditional to attempt to trigger the human senses in a more strategic way, this book will push them forward." - Johan Åhlén, Planner Market Communication, Scandinavian Airlines (SAS)

"Sensory Marketing shows new innovative ways for marketers in emphasizing the need for an emotional link to the customer. This is practical consumer research. The book is a gold mine for researchers, marketers, consultants and students." - Sten Söderman, Professor, Stockholm School of Business, Stockholm

"The authors describe in a systematic way how our senses impact our decisions and impulses in everyday life. At the same time an eye-opener and excellent tool for marketing management practice." - Johan Åberg, CEO, Bauhaus Sweden

The culture of the contemporary society becomes more and more individualized and experience-based, with an abundance of many similar brands, products and services. This development is the start of a new marketing era. Functional attributes and product benefits are no longer enough in order to attract and commit the customers. Firms must affect through smelling, hearing, seeing, tasting or touching.

This pioneering book shows how the five human senses – smell, sound, sight, taste or touch – are the starting point for a firm's strategic marketing. It concerns how firms are able to treat the customers in a more intimate and personal way than before, through emotional, rational and sensual elements.

The book covers the ongoing shift from mass-marketing and relationship-marketing to sensory marketing. It shows the importance for marketers, practitioners and researchers as well as students to reach the five human senses at a deeper level than traditional mass-marketing and relationship-marketing theories do.

This innovative book offers a theoretical as well as a practical understanding of sensory marketing. It gives the arguments, shows best practice and real life examples, as well as outlining new concepts and models.

The authors have received the prestigious Swedish award 'The Marketing Book of the Year 2008' from The Swedish Marketing Federation.