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Multisensory marketing: Overview of the content and current status - Softcover

Nemitz, Franziska

 
9786630122725: Multisensory marketing: Overview of the content and current status

Synopsis

Sensory overload, increasing competitive pressure, a fast-paced world and changing media landscapes have meant that the complexity of effective marketing has steadily increased in recent years. It requires a transdisciplinary exchange of information in order to reach consumers more efficiently and sustainably. The aim of this paper is to present multisensory marketing as a potential tool, along with its key elements; to illustrate its implementation in the market using examples; and to examine its effects and risks.

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