Marketing Aesthetics
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| Author | : Bernd Schmitt |
| Publisher | : Simon and Schuster |
| Total Pages | : 555 |
| Release | : 1997-08-30 |
| Genre | : Business & Economics |
| ISBN | : 0684867508 |
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.
| Author | : Wendy Lewis |
| Publisher | : CRC Press |
| Total Pages | : 269 |
| Release | : 2017-12-14 |
| Genre | : Medical |
| ISBN | : 1351230662 |
Social media provides a new way for aesthetic practitioners to connect with consumers and to differentiate their clinics. However, to most clinic managers and practitioners, digital media represents a sea of confusion that they cannot even begin to know how to navigate. With over 20 years of experience in medical aesthetics, Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable. This text serves as an expert user's guide written specifically for healthcare professionals in need of an in-depth introduction and comprehensive actionable program for digital marketing, social media, and aesthetic clinic management. It is a must-read for practitioners.
| Author | : Stephen Brown |
| Publisher | : Routledge |
| Total Pages | : 533 |
| Release | : 2001-02-01 |
| Genre | : Business & Economics |
| ISBN | : 1134565496 |
Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination's 'artistic' connotations, which run counter to the 'scientific' mindset that dominates marketing scholarship. Of late, however, an artistic 'turn' has taken place in marketing research, and
| Author | : Pierre Guillet de Monthoux |
| Publisher | : Stanford University Press |
| Total Pages | : 416 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : 9780804748131 |
The Art Firm explores the seemingly unorthodox alliance of the arts, management, and marketing. Art firmsas avant-garde enterprises and arts corporationshave existed for at least two hundred years, using texts, images, and other types of art to create corporate wealth. This book investigates how to apply the methods artists use in creating value to the methods more traditional managers use in running their businesses. Guillet de Monthoux offers a crash course in aesthetics from Kant to Gadamer, showing how aesthetic management and metaphysical marketing can create value. Using case studies of successful art managers from Richard Wagner to Robert Wilson, the author illustrates the creative roleso central to value-making in contemporary economiesperformed by aesthetic play in art firms. Along the way, Guillet de Monthoux points out how responsible aesthetic management and marketing can eradicate the problems of banality and totality, the two capital sins of an art-based economy.
| Author | : Roberto M. Álvarez del Blanco |
| Publisher | : Routledge |
| Total Pages | : 211 |
| Release | : 2020-03-12 |
| Genre | : Business & Economics |
| ISBN | : 0429657897 |
This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades. Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.
| Author | : Regenia Gagnier |
| Publisher | : University of Chicago Press |
| Total Pages | : 268 |
| Release | : 2000-12 |
| Genre | : Business & Economics |
| ISBN | : 9780226278544 |
What is the relationship between our conception of humans as producers or creators; as consumers of taste and pleasure; and as creators of value? Combining cultural history, economics, and literary criticism, Regenia Gagnier's new work traces the parallel development of economic and aesthetic theory, offering a shrewd reading of humans as workers and wanters, born of labor and desire. The Insatiability of Human Wants begins during a key transitional moment in aesthetic and economic theory, 1871, when both disciplines underwent a turn from production to consumption models. In economics, an emphasis on the theory of value and the social relations between land, labor, and capital gave way to more individualistic models of consumerism. Similarly, in aesthetics, theories of artistic production or creativity soon bowed to models of taste, pleasure, and reception. Using these developments as a point of departure, Gagnier deftly traces the shift in Western thought from models of production to consumption. From its exploration of early market logic and Kantian thought to its look at the aestheticization of homelessness and our own market boom, The Insatiability of Human Wants invites us to contemplate alternative interpretations of economics, aesthetics, and history itself.
| Author | : Ondřej Dadejík |
| Publisher | : Charles University in Prague, Karolinum Press |
| Total Pages | : 174 |
| Release | : 2021-04-01 |
| Genre | : Philosophy |
| ISBN | : 8024647265 |
While Alfred North Whitehead did not dedicate any books or articles to aesthetics specifically, aesthetic motifs permeate his entire philosophical opus. Despite this, aestheticians have devoted little attention to Whitehead; most attempts to reconstruct Whitehead’s aesthetics have come from process philosophers, and even in that context aesthetics has never occupied a central position. In this book, four scholars of aesthetics provide another angle from which Whiteheadian aesthetics might be reconstructed. Paying special attention to the notion of aesthetic experience, the authors analyze abstraction versus concreteness, immediacy vs. mediation, and aesthetic contextualism vs. aesthetic isolationism. For their interpretation of Whiteheadian aesthetics, the concepts of creativity and rhythm are crucial. Using these concepts, the book interprets the motif of the processes by which experience is harmonized, the sensation of the quality of the whole, and directedness towards novelty. The first chapter introduces Whitehead’s philosophical method of descriptive generalization. This method assumes that every philosophical system is based on a particular entry point. We show that for Whitehead this entry point was aesthetics. Chapter Two compares Whitehead and Dewey’s philosophies to show that both viewed aesthetic experience in terms of complex rhythms; this helps us better understand the differences and the continuities between everyday experience and art. Chapter Three compares Whitehead’s ideas with those of Henri Bergson, showing the way art reveals the form of immediate experience and how the aesthetic experience of art relates to truth. The final chapter details the processes that constitute aesthetic experience in a narrower sense, analyzing aesthetic experience from the perspective of the types of abstractive processes it involves and the complex types of experience it produces.
| Author | : Mike Michalowicz |
| Publisher | : Penguin |
| Total Pages | : 305 |
| Release | : 2021-09-21 |
| Genre | : Business & Economics |
| ISBN | : 0593330633 |
From Mike Michalowicz, bestselling author of Profit First, Clockwork, and Fix This Next, a practical and proven guide to standing out in a crowded market. Many business owners are frustrated because they feel invisible in a crowded marketplace. They know they are better than their competitors, but when they focus on that fact, they get little in return. That's because, to customers, better is not actually better. Different is better. And those who market differently, win. In his new marketing book, Mike Michalowicz offers a proven, no-bullsh*t method to position your business, service, or brand to get noticed, attract the best prospects, and convert those opportunities into sales. Told with the same humor and straight-talk that's gained Michalowicz an army of ardent followers, with actionable insights drawn from stories of real life entrepreneurs, this book lays out a simple, doable system based on three critical questions every entrepreneur and business owner must ask about their marketing: 1. Does it differentiate? 2. Does it attract? 3. Does it direct? Get Different is a game-changer for everyone who struggles to grow because their brand, message, product or service doesn't stand out and connect with customers--the long-anticipated answer to the defining business challenge of our time.
| Author | : Julie F. Codell |
| Publisher | : Routledge |
| Total Pages | : 364 |
| Release | : 2020-05-10 |
| Genre | : Art |
| ISBN | : 0429628072 |
This book is a wide-ranging exploration of the production of Victorian art autograph replicas, a painting’s subsequent versions created by the same artist who painted the first version. Autograph replicas were considered originals, not copies, and were highly valued by collectors in Britain, America, Japan, Australia, and South Africa. Motivated by complex combinations of aesthetic and commercial interests, replicas generated a global, and especially transatlantic, market between the 1870s and the 1940s, and almost all collected replicas were eventually donated to US public museums, giving replicas authority in matters of public taste and museums’ modern cultural roles. This book will be of interest to scholars in art history, museum studies, and economic history.
| Author | : Dominic McIver Lopes |
| Publisher | : Oxford University Press |
| Total Pages | : 288 |
| Release | : 2018-09-19 |
| Genre | : Philosophy |
| ISBN | : 0192562126 |
No values figure as pervasively and intimately in our lives as beauty and other aesthetic values. They animate the arts, as well as design, fashion, food, and entertainment. They orient us upon the natural world. And we even find them in the deepest insights of science and mathematics. For centuries, however, philosophers and other thinkers have identified beauty with what brings pleasure. Concerned that aesthetic hedonism has led us to question beauty's significance, Dominic McIver Lopes offers an entirely new theory of beauty in this volume. Beauty engages us in action, in concert with others, in the context of social networks. Lopes's 'network theory' explains the social dimension of aesthetic agency, the tie between beauty and pleasure, the importance of disagreement in matters of taste, and the reality of aesthetic values as denizens of the natural world. The two closing chapters shed light on why aesthetic engagement is so important to quality of life, and why it deserves (and gets) lavish public support. Being for Beauty offers a fresh contribution to aesthetics but also to thinking about metanormativity, the metaphysics of value, and virtue theory.
