营销
业务
定性营销研究
市场调研
消费者研究
广告
营销投资回报率
定量营销研究
标识
DOI:10.2501/ijmr-54-1-147-149
摘要
In this book review, Illiana Katsaridou looks at Sensory Marketing, a presentation of evidence on the importance, interpretations, effects, implications and limitations of sensory marketing. The book is split into sections, each addressing one of the five human senses plus a review of the future implications of sensory marketing. The authors affirm that the aim of the books is not to provide exhaustive research on the senses but to inspire the generation of a course for study. Overall, Katsaridou considers the most intriguing aspect of the book resides in the presentation of insights on the various functions of the senses, which even though they may be self-evident, may even so be overlooked.
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