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Quick Guide Multisensorisches Marketing

Quick Guide Multisensorisches Marketing

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658367619
Condition
New
Product Description

Dieses Buch ist eine kompakte Einfhrung in das Thema Multisensorisches Marketing. Paul Steiner untersucht die marketingspezifische Relevanz des menschlichen Sinnessystems und die verschiedenen Facetten (multisensualen) multisensorischen Brandings und bietet zahlreiche pragmatische Hilfestellungen fr die Umsetzung. Fr die Unternehmenspraxis werden wichtige Ansatzpunkte zur multisensorischen Gestaltung von Marken geliefert, um so Konsumenten langfristig und mit allen fnf Sinnen an eine Marke zu binden und damit Markeninhalte tiefgreifend zu verankern. Dies wird durch konkrete Beispiele von Singapore Airlines, Swarovski und MINI illustriert. Drei Interviews mit renommierten Experten aus Wissenschaft und Praxis runden das Buch ab. Der Inhalt Wahrnehmung und Wirkung multisensorischer Reize Markenrecht Markenformen mit Sinn Multisensorisches Marketing Praxisbeispiele multisensorischer Marken Ausblick Experteninterviews.

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