Name: Brand Sense: Sensory Secrets Behind the Stuff we buy
Price: 19.99 EUR
Availability: InStock
Author: Philip Kotler
ISBN: 9781439172018

Type

Physical Book

Author

Martin Lindstrom

Preface by

Philip Kotler

Publisher

Free Press

Year

2010

Language

English

Pages

175

Format

Paperback

Dimensions

21.3 x 14.2 x 1.2 cm

Weight

0.17 kg.

ISBN

9781439172018

ISBN13

9781439172018

Edition No.

Synopsis "Brand Sense: Sensory Secrets Behind the Stuff we buy "

The definitive book on sensory branding, shows how companies appeal to consumers' five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing "new car" aroma? Or that Kellogg's trademarked "crunch" is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world's most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom's innovative worldwide study unveils how all of us are slaves to our senses--and how, after reading this book, we'll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

Martin Lindstrom

(Author)

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He is globally known for his contributions to marketing and branding. His approach has been to understand from everyday life how consumers decide, motivated by brands, marketing, and advertising. Through his books Brandwashed and Buyology, he has promoted an honest and transparent approach of companies to their customers as a formula to gain more followers.

Lindstrom has been featured in media such as The Wall Street Journal, Newsweek, The Economist, The New York Times, BusinessWeek, Forbes, and Harvard Business Review, among many others, and in 2009 was considered by Time magazine as one of the hundred most influential people in the world. His books have been translated into forty languages and have been published in more than sixty countries.

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Philip Kotler

(Preface by)

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Philip Kotler (n. 1931) es un economista y profesor estadounidense, considerado una de las máximas autoridades mundiales en mercadotecnia. Doctorado en Economía por el MIT y con estudios en la Universidad de Chicago y Harvard, ha ejercido gran parte de su carrera en la Kellogg School of Management de la Northwestern University. Su visión ha transformado la disciplina del marketing, pasando de un enfoque meramente comercial a una perspectiva integral que incluye la responsabilidad social, la sostenibilidad y la innovación tecnológica.

Autor de más de sesenta libros, entre los que destaca Marketing 6.0, Kotler ha introducido conceptos que hoy son pilares de la gestión empresarial, como el marketing social, el marketing 3.0 y la importancia del valor compartido. Su obra ha sido traducida a decenas de idiomas y utilizada como referencia académica en todo el mundo, consolidándolo como un pensador clave en la evolución del marketing contemporáneo.

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