STRATEGIE MARKETINGU SENSORYCZNEGOJAKO SKUTECZNE NARZĘDZIE ZINDYWIDUALIZOWANEJ KOMUNIKACJI Z KLIENTEM
SENSORY MARKETING STRATEGIES AS AN EFFECTIVE TOOL FOR INDIVIDUALIZED COMMUNICATION WITH CUSTOMERS

Summary/Abstract: The purposeof the article is to presenthow sensory marketing can be an experience crea-tor by fullyengaging all available senses, thus simultaneously building strong bonds be-tween consumers and the brand. Acting through the senses based on emotions strives for what is most important, i.e. brand recall, and thus strengthens the mutual communication between the company and the customer.This is extremely important for today's market as well as for the brands that are being built. Nowadaysmodern companiesare forcedto be constantly on the alert and to keep up with new technologies, as the digital era reduceproduct life cycles and influences continuallychanging trends. This cause a demand for faster and more creative marketing efforts to constantly adapt your brand to new and di-verse situations. Thereforesensory marketing is a very effective way of influencing cus-tomers.Itisalsoa field which is developing at a very fast pace and the tasks posed to sensory marketing determine the further dynamics of economic development.

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