The supreme sensory experience – a challenge for business
Bertil HulténMarketing, Baltic Business School, Sweden
PREFACE
Marketers have for a long time ignored the importance of the human senses in marketing, especially concerning how sense expressions like scent, music, design, taste or texture contribute to the image of a brand. The sense expressions might be of utmost importance for a customer's sense experience of a brand or a service landscape, i.e. the physical or virtual places where a brand is revealed for creating identity and image (Hultén, Broweus and van Dijk, 2008;2009).
It is an important concept because it...