Persuasión a través del marketing sensorial y experiencial
- 1 Universidad Complutense de Madrid, España
ISSN: 1012-1587
Année de publication: 2015
Número: 2
Pages: 463-478
Type: Article
D'autres publications dans: Opción: Revista de Ciencias Humanas y Sociales
Résumé
Sensory and experiential marketing engages customers to brands through unique experiences, by focusing on human emotions, senses, imagination and interactions.BSchmitt’s experiential marketing and M. Lindstrom’s sensory marketing theories will be studied from the point of view of sales and five senses. The company must be able to engage the customer in an emotional, physical and intellectual level and thereby influence purchasing behavior. Experiential marketing requires both creative process and an implementation methodology.