Quick Guide Haptisches Marketing by Paul Steiner
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Quick Guide Haptisches Marketing

Quick Guide Haptisches Marketing


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About the Book

Dieses Buch ist eine kompakte Einführung in das Thema Haptisches Marketing. Paul Steiner untersucht die marketingspezifische Relevanz von haptischen Reizen in der Kommunikation und bietet zahlreiche pragmatische Hilfestellungen für die Umsetzung. Für die Unternehmenspraxis werden wichtige Ansatzpunkte zur haptischen Gestaltung von Marken geliefert, um so Konsumenten langfristig und idealerweise mit allen fünf Sinnen an eine Marke zu binden und damit Markeninhalte tiefgreifend zu verankern. Dies wird durch konkrete Beispiele von Singapore Airlines und MINI illustriert. Drei Interviews mit renommierten Experten aus Wissenschaft und Praxis runden das Buch ab.

Der Inhalt

  • Einleitung
  • Wahrnehmung und Wirkung haptischer Reize
  • Markenrecht - Die Haptische Marke
  • Haptisches Marketing
  • Praxisbeispiele haptischer Marken
  • Fazit und Ausblick
  • Experteninterviews


About the Author:

Dr. Paul Steiner ist promovierter Sozial- und Wirtschaftswissenschafter. Neben seiner Promotion mit Auszeichnung zum Dr.rer.soc.oec. an der Wirtschaftsuniversität Wien, erhielt er ein Leistungsstipendium der Wirtschaftsuniversität Wien und den Rudolf-Sallinger-Preis für seine Diplomarbeit "Sensory Branding". Seit 20 Jahren verantwortet er strategisch bedeutsame Projekte mit hoher Komplexität in der Bauindustrie, Finanzdienstleistungsbranche und Automobilindustrie. U.a. war er als Spezialist für akustische Markenführung in die strategische Planung und das Projektmanagement des neuen BMW Sound Logos, das 2013 den begehrten Red Dot Award erhielt, involviert. Er ist Autor der Fachbücher "Quick Guide Duftmarketing" (2022), "Quick Guide Multisensorisches Marketing" (2022), "Quick Guide Sound Marketing" (2021), "Sensory Branding" (2020), "Sound Branding" (2018) und "Akustisches Markendesign" (2015).


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Product Details
  • ISBN-13: 9783658419653
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 54
  • Spine Width: 6 mm
  • Weight: 186 gr
  • ISBN-10: 3658419652
  • Publisher Date: 17 Nov 2023
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Wie Sie Mit Haptischen Reizen Ihre Marke Stärken
  • Width: 148 mm


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