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Sensory Branding
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Product Details
Multisensuale Markenfhrung bietet vielversprechende Mglichkeiten, Konsumenten langfristig und mit allen fnf Sinnen an eine Marke zu binden und Markeninhalte tiefgreifend zu verankern. Unternehmen wie Apple, BMW, Louis Vuitton, Disney und Starbucks zeigen es vor. Paul Steiner untersucht die marketingspezifische Relevanz des menschlichen Sinnessystems und die verschiedenen Facetten multisensualen Brandings unter Bercksichtigung der Automobilwirtschaft (Fallstudie MINI) und der Neuen Medien. Zahlreiche Praxisbeispiele und zwanzig Experteninterviews runden das Buch ab.
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