Titlebook: Sensory Marketing; Bertil Hultén,Niklas Broweus,Marcus Dijk Book 2009 Palgrave Macmillan, a division of Macmillan Publishers Limited 2009

ARC

The Brand as Sensory Experience,ressions are discussed within a sensory marketing framework. At the end of the chapter, best practice with regard to the supreme sensory experience is illustrated using the example of the U.S. grocery retailer Whole Foods.

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MUT

The Taste Sense,This chapter begins with a discussion of the taste sense and its more or less hidden role in marketing. It highlights different sense expressions to facilitate a taste experience and how tastes can be used in sensory marketing. Finally, the British retail chain Hotel Chocolat is presented as an example of the brand as taste experience.

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helan und Rabinowitz 2005; Heinen und Sommer 2009; Klein und Martinez 2009; Polletta et al. 2011; Chihaia 2012; Erll und Sommer 2019); auch gesellschaftliche Großerzählungen wie der Brexit (Sommer 2019) oder das Genre der Katastrophenerzählung (Gymnich 2019) geraten dabei in den Blick. Erzählen ist

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What is Sensory Marketing?,keting. 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.

Heterodoxy

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The Sound Sense,xperience. The role of celebrities and musicians as part of a holistic perspective on sound is also emphasized. Finally, Saab, part of the U.S. carmaker General Motors, is presented as an example of the brand as a sound experience.

Peristalsis

The Sight Sense,sions in visualizing a brand and creating a sight experience are discussed. In this regard the meaning of the down-to-earth and virtual formation of the service landscape in a holistic perspective is emphasized. Finally, the U.S. fashion retailer Abercrombie & Fitch is presented as an example of the

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