Customer Sense

How the 5 Senses Influence Buying Behavior
2013
ISBN: 978-0-230-34173-9
Verlag: Palgrave Macmillan US

Buch, Englisch, 185 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 4262 g

An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.

Zielgruppe

Research

Autoren/Hrsg.

Krishna, Aradhna

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Management Entscheidungsfindung
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensforschung
• Wirtschaftswissenschaften Betriebswirtschaft Management Forschung & Entwicklung (F&E), Innovation
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction 1. Vision 2. Audition 3. Smell 4. Taste 5. Touch Conclusion

Über Autor(innen)

Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan, USA having previously served as a faculty member at Columbia University, New York University, and the National University of Singapore. Her work on investigating how consumers respond to changes in pricing, promotion, packaging, and branding has been cited in the the , and on NPR. She has had numerous articles published in venues such as the and the . She is the senior area editor for the and an area editor for , and she sits on the editorial board of the as well as the . She has also worked with companies such as Best Buy, Procter & Gamble, Dell, and Hallmark.