Abstract
This chapter presents sensory marketing in practice and theory. A sensory marketing framework is discussed and compared with mass and relationship marketing. Five sensorial strategies are suggested that emphasize the human senses as the center of a firm’s sensory marketing. At the end of the chapter the importance of the human senses, the brand, and experience logic in sensory marketing is discussed.
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© 2009 Bertil Hultén, Niklas Broweus & Marcus van Dijk
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Hultén, B., Broweus, N., van Dijk, M. (2009). What is Sensory Marketing?. In: Sensory Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230237049_1
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DOI: https://doi.org/10.1057/9780230237049_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36649-1
Online ISBN: 978-0-230-23704-9
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