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Anotace knihy

Online retailers have gained massive popularity in recent years, plunging large parts of brick-and-mortar retail into an existential crisis. In order to survive in times of growing online retail, brick-and-mortar retailers must become aware of their unique potential to address non-digitizable consumer needs and transform retail environments into places of experience and discovery. A key building block for achieving this aim lies in the creation of sensory experiences that motivate consumers to enter and linger in stationary retail environments.But how? To answer this question, this volume provides insights into the latest research results from sensory marketing on vision, sound, and scent. The authors describe the sometimes surprising effects of sensory cues on consumer behavior and provide clear recommendations for marketing practice. Readers of this book have access to videos via a dedicated app: simply download the SN More Media app free of charge, scan a link with the play button and immediately play the video on your smartphone or tablet.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Multisensory Design of Retail Environments
• Podnázev: Vision, Sound, and Scent
• Autor: Marko Sarstedt, Monika Imschloss, Susanne Adler
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 45
• EAN: 9783658412418
• ID: 43084160
• Nakladatelství: Springer, Berlin
• Rozměry: 210 × 148 mm
• Datum vydání: 14. June 2023

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