Sensory Marketing--Smells Like Profits by Michael R. Solomon

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This Element is an excerpt from The Truth About What Customers Want (9780137142262) by Michael R. Solomon. Available in print and digital formats.


Fully exploit the powerful human sense your marketing has overlooked for too long: scent.


As scientists continue to discover the powerful effects of smell on behavior, marketers are coming up with ingenious ways to exploit these connections. Ad companies spend about $80 million per year on scent marketing; the Scent Marketing Institute estimates that number will reach more than $500 million by 2016. Sensory marketing is taking fascinating turns….


About Michael R. Solomon

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Michael R. Solomon is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia. He also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K. His primary research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, the psychology of fashion, decoration, and image, services marketing, and the development of visually-oriented online research methodologies. He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures on these subjects in the U.K., Scandinavia, Australia, and Latin America. His books include Consumer Behavior: Buying, Having, and Being. Solomon received the Cutty Sark Men’s Fashion Award for his work on the psychology of clothing.
Published September 29, 2010 by FT Press. 9 pages
Genres: Business & Economics. Non-fiction

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