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Sensory Marketing

机译：感官营销

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摘要

The authors—business academicians and/or marketing consultants—wrote this book based on their curiosity about applying the five human senses to explore sensory marketing in practice. Sensory marketing is defined through global marketing strategy and tactics; chapters are dedicated to each sense and sense experience and include examples of how companies have delivered sensory experiences, sense expressions, and sensorial strategies. "Brand soul" is described as brand with emotional, sensual, and value-based features (Ackerman, 1995). Delivery of the "supreme sensory experience"—applying all senses at the same time (p. 173) via sensory marketing and creating a personal touch to express the brand soul through all the senses—is illustrated in the closing chapter. The human senses are at the center of sensory marketing.
机译：作者（企业院士和/或市场营销顾问）基于他们对运用五种人类感官在实践中探索感官营销的好奇心，撰写了本书。感官营销是通过全球营销策略和策略来定义的；本章专门介绍每种感官和感觉体验，并举例说明公司如何提供感官体验，感官表达和感官策略。 “品牌灵魂”被描述为具有情感，感性和基于价值的特征的品牌（Ackerman，1995）。在最后一章中介绍了“最高感官体验”的交付-通过感官营销同时应用所有感官（第173页），并通过各种感官创造了表达品牌灵魂的个人风格。人的感觉是感官营销的中心。

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