Lindstrom, Martin Brand Sense 9781439172018

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Автор: Lindstrom, Martin
Название: Brand Sense
Перевод названия: Чувство бренда
ISBN: 9781439172018
Издательство: Simon & Schuster
Классификация:

Экономика и организация производства: общие вопросы

ISBN-10: 1439172013
Обложка/Формат: Paperback
Страницы: 175
Вес: 0.17 кг.
Дата издания: 28.02.2010
Язык: English
Размер: 212.90 x 142.20 x 11.90
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Поставляется из: США
Описание: 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 Kelloggs trademarked crunch is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafe 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 worlds 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, Lindstroms innovative worldwide study unveils how all of us are slaves to our senses--and how, after reading this book, well 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.

Brand Sense, Lindstrom, Martin