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Sensory Marketing in Retail: An Introduction Into the Multisensory Nature of Retail Stores

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Sensory Marketing in Retail: An Introduction Into the Multisensory Nature of Retail Stores Sensory Marketing in Retail: An Introduction Into the Multisensory Nature of Retail Stores

作者:Lindblom 
出版社:Palgrave MacMillan
出版日期:2023-12-15
語言:英文   規格:平裝 / 普通級/ 初版
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圖書名稱:Sensory Marketing in Retail: An Introduction Into the Multisensory Nature of Retail Stores

內容簡介

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.

 

作者簡介

Arto Lindblom is aFull Professor of Retailing in the Department of Marketing at the Aalto University School of Business in Finland. His research interests are related to retail entrepreneurship, retail marketing and supplier-retailer relationships. He has published a wide range of articles on retailing and marketing related topics in reputed international journals such as International Review of Retail, Distribution and Consumer Research, International Journal of Retail & Distribution Management Journal of Retailing and Consumer Services, and Journal of Business Research. I have also published three textbooks on retailing (in Finnish). Furthermore, he has been lecturing more than 15 years on the topics such as retail concepts and business models, retail strategy and retail marketing.

 

詳細資料

  • ISBN:9783031475146
  • 規格:平裝 / 普通級 / 初版
  • 出版地:美國
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