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| Author | : Pablo Mercado Díaz |
| Publisher | : LID EDITORIAL MEXICANA SA DE CV |
| Total Pages | : 118 |
| Release | : 2019-05-27 |
| Genre | : Business & Economics |
| ISBN | : 6079380943 |
El marketing sensorial se basa en la capacidad de un mismo producto de llegar a los consumidores a través de todos nuestros sentidos. Este libro es un viaje a través de sus 4 S: Sensaciones, Sinestesia, Sentimientos, Subconsciente.
| Author | : Pablo Mercado |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2023-04-25 |
| Genre | : Business & Economics |
| ISBN | : 9786079380939 |
Somos seres emocionales. Decidimos en lo emocional y justificamos en lo racional; las emociones son el elemento principal para recordar la mayoría de las cosas que vivimos. Por éstas y muchas razones más, que explica con claridad Pablo Mercado, el marketing sensorial es la nueva frontera en los mercados. El marketing de hoy, y el de mañana, ya no vende productos y servicios, vende emociones y experiencias basadas en las emociones y los sentimientos. Por eso, la clave es sintonizar con los cinco sentidos de los clientes potenciales. Cómo hacerlo es el gran secreto que el autor revela en Las 4S del marketing sensorial. En este libro encontramos un equilibrio entre la sencillez en la exposición y la profundidad en los contenidos por lo que es atractivo para un público amplio y no únicamente para los especialistas. El conocimiento de Las 4S del marketing sensorial: Sensaciones, Sinestesia, Sentimientos, y Subconsciente, no únicamente nos dará conocimiento, sino hará que veamos la vida de una forma nueva...y mejor. Este es un libro dirigido a todas aquellas personas que quieran entender el mundo de la mercadotecnia por medio de los sentidos y aprender a crear estrategias que despierten emociones en los consumidores. A través de los capítulos el autor explica su experiencia como pionero en este tipo de marketing y algunos casos de éxito de marcas multinacionales y locales. El marketing sensorial es la nueva base del marketing y no necesariamente se requieren grandes presupuestos, lo único que hace falta es una buena idea.
| Author | : Malik, Reena |
| Publisher | : IGI Global |
| Total Pages | : 455 |
| Release | : 2024-08-09 |
| Genre | : Business & Economics |
| ISBN | : |
In today's hyper-competitive business landscape, understanding and engaging consumers is more challenging than ever. Traditional marketing approaches often need to catch up in decoding the complexities of consumer behavior, leading to ineffective strategies and missed opportunities. This gap between businesses and consumers can result in stagnant sales, limited market reach, and reduced profitability. To bridge this divide, Sensible Selling Through Sensory Neuromarketing offers a comprehensive solution rooted in neuromarketing and sensory marketing principles. The book, designed for researchers, academicians, marketers, and policymakers, offers a roadmap to navigate the evolving marketing landscape. From tools and strategies for sensory marketing to ethical considerations and case studies, this comprehensive guide equips readers with the knowledge and skills needed to succeed in today's dynamic market.
| Author | : José Luís Reis |
| Publisher | : Springer Nature |
| Total Pages | : 799 |
| Release | : 2023-05-11 |
| Genre | : Technology & Engineering |
| ISBN | : 9811990999 |
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 1–3, 2022. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
| Author | : J. Berčík |
| Publisher | : BRILL |
| Total Pages | : 88 |
| Release | : 2023-09-14 |
| Genre | : Business & Economics |
| ISBN | : 9086869289 |
Smell is one of the most sensitive senses and is closely connected with emotions. Everyone has experienced a moment where a scent changed their mood and brought up memories. In this book monitoring of the effect of aromas on consumer emotions is described. It starts with a general overview of the role of scents in marketing and the use of neuroscience tools in monitoring the impact of the stimuli on consumer emotions. Tools used by the authors are a consumer neuroscience tool - electroencephalography (EEG), a biometric method that monitors the galvanic skin response or skin perspiration (GSR), and a traditional data collection method - a questionnaire. With these tools, consumer response to three selected scents were monitored. One of the initial scents was selected and tested under ‘normal’ restaurant conditions. The authors describe how the information was obtained, and how the effect on consumer emotions was determined. 'The use of consumer neuroscience in aroma marketing' concludes with recommendations to improve the effectiveness of aromatisation in practice.
| Author | : Musso, Fabio |
| Publisher | : IGI Global |
| Total Pages | : 625 |
| Release | : 2014-05-31 |
| Genre | : Business & Economics |
| ISBN | : 1466660759 |
Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With the emergence of modern merchandising techniques and a rise in large retail companies, consumers have become increasingly vigilant of practice within the retail industry. Handbook of Research on Retailer-Consumer Relationship Development offers a complete and updated overview of various perspectives relating to customer relationship management within the retail industry and stimulates the search for greater integration of these views in further research. Offering different angles to analyze the exchange between the retailer and the consumer, this handbook is a valuable tool for professionals and scholars seeking to upgrade their knowledge, as well as for upper-level students.
| Author | : Musso, Fabio |
| Publisher | : IGI Global |
| Total Pages | : 596 |
| Release | : 2019-10-11 |
| Genre | : Business & Economics |
| ISBN | : 1799814130 |
In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.
| Author | : Balderas, Luz Idalia |
| Publisher | : IGI Global |
| Total Pages | : 284 |
| Release | : 2024-03-18 |
| Genre | : Social Science |
| ISBN | : |
A persistent challenge infects the vast setting of academic pursuits; the enduring gender gap in science, technology, engineering, and mathematics (STEM). Despite incremental progress, women continue to face formidable obstacles, ranging from entrenched stereotypes to institutional oversights. The urgency of addressing this issue cannot be overstated, as evidenced by UNESCO's revelation that less than 30% of the world's researchers and scientists are women. Exploring Intersectionality and Women in STEM seizes this pivotal moment, unraveling the complexities of the gender gap in STEM and daring to propose transformative solutions. This book is not just an analysis of disparities; it is a dynamic and initiative-taking guide for researchers, STEM students, and practitioners. By immersing oneself in its pages, the reader becomes an agent of change, armed with insights into life sciences, physical sciences, engineering, mathematics, computer science, and health sciences. Through a transdisciplinary lens, the book illuminates a path toward a more inclusive and equitable future.
| Author | : Aradhna Krishna |
| Publisher | : Routledge |
| Total Pages | : 410 |
| Release | : 2011-02-25 |
| Genre | : Business & Economics |
| ISBN | : 1135429952 |
What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
| Author | : B. Hultén |
| Publisher | : Springer |
| Total Pages | : 324 |
| Release | : 2009-05-21 |
| Genre | : Business & Economics |
| ISBN | : 0230237045 |
The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in reaching the individuals' five senses at a deeper level than traditional marketing theories do.
