MULTISENSORIAL EXPERIENCE FOR IN-STORE AQUISITIONS
MULTISENSORIAL EXPERIENCE FOR IN-STORE AQUISITIONS
Author(s): Alexandra Giuliana Andronic, Ioana MoroșanuSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: Experiential marketing; Emotion; Mobile phones; Sales; Multisensorial;
Summary/Abstract: Today's consumers are looking for products, communication and marketing campaigns that delight the senses and generate intense emotions. As an overview, each sense can contribute to building a better, stronger and more sustainable brand, that’s why more and more businesses shift their focus from traditional marketing to experiential marketing. The main question of this article is how important is multisensorial experiences for the in-store acquisition of mobile phones in Romania.
Journal: SEA – Practical Application of Science
- Issue Year: VIII/2020
- Issue No: 22
- Page Range: 57-65
- Page Count: 9
- Language: English