Aesthetics In Marketing

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Marketing Aesthetics

Author : Bernd Schmitt
Publisher : Simon and Schuster
ISBN 13 : 0684867508
Total Pages : 555 pages
Book Rating : 4.6/5 (848 download)

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Book Synopsis Marketing Aesthetics by : Bernd Schmitt

Download or read book Marketing Aesthetics written by Bernd Schmitt and published by Simon and Schuster. This book was released on 1997-08-30 with total page 555 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.

Aesthetic Clinic Marketing in the Digital Age

Author : Wendy Lewis
Publisher : CRC Press
ISBN 13 : 1351230662
Total Pages : 269 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Aesthetic Clinic Marketing in the Digital Age by : Wendy Lewis

Download or read book Aesthetic Clinic Marketing in the Digital Age written by Wendy Lewis and published by CRC Press. This book was released on 2017-12-14 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media provides a new way for aesthetic practitioners to connect with consumers and to differentiate their clinics. However, to most clinic managers and practitioners, digital media represents a sea of confusion that they cannot even begin to know how to navigate. With over 20 years of experience in medical aesthetics, Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable. This text serves as an expert user's guide written specifically for healthcare professionals in need of an in-depth introduction and comprehensive actionable program for digital marketing, social media, and aesthetic clinic management. It is a must-read for practitioners.

Aesthetics in Marketing

Author : Rajat K Baisya
Publisher : SAGE Publications Ltd
ISBN 13 : 0761935959
Total Pages : 314 pages
Book Rating : 4.7/5 (619 download)

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Book Synopsis Aesthetics in Marketing by : Rajat K Baisya

Download or read book Aesthetics in Marketing written by Rajat K Baisya and published by SAGE Publications Ltd. This book was released on 2008-03-19 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: A book for Indian designers and brand marketers, Aesthetics in Marketing primarily deals with understanding aesthetics beyond its visual association and making it relevant to product designing strategies. It is the first attempt of its kind to understand the influence of aesthetics in the context of two very important sectors of the industry--consumer durables and automobile. The book analyses various aesthetic attributes, qualities and elements in a product and deliberates on the important of each of these and the kind of balance necessary among them for designing successful products. It stands out on account of the theory, concepts and models discussed, which have a strong foundation in the authors` primary research. Through real-life case studies, interviews, and company and consumer surveys, the authors have brought to the fore the important of aesthetics in various aspects of marketing, like cultivation of a brand image, and have focused on the role played by demographic variables in influencing product buying decisions. Bringing a whole new meaning to the adage `beauty is in the eye of the beholder`, this book will certainly lead to introspection on the importance of `aesthetics` in the market value of a product.

Brand Aesthetics

Author : G. Mazzalovo
Publisher : Springer
ISBN 13 : 1137025603
Total Pages : 169 pages
Book Rating : 4.1/5 (37 download)

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Book Synopsis Brand Aesthetics by : G. Mazzalovo

Download or read book Brand Aesthetics written by G. Mazzalovo and published by Springer. This book was released on 2012-07-24 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. Proposes a series of theoretical and practical managerial instruments which analyse the aesthetic aspects of various brand manifestations.

Imagining Marketing

Author : Stephen Brown
Publisher : Routledge
ISBN 13 : 1134565496
Total Pages : 533 pages
Book Rating : 4.1/5 (345 download)

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Book Synopsis Imagining Marketing by : Stephen Brown

Download or read book Imagining Marketing written by Stephen Brown and published by Routledge. This book was released on 2001-02-01 with total page 533 pages. Available in PDF, EPUB and Kindle. Book excerpt: Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination's 'artistic' connotations, which run counter to the 'scientific' mindset that dominates marketing scholarship. Of late, however, an artistic 'turn' has taken place in marketing research, and

Marketing Aesthetics

Author : Bernd Schmitt
Publisher : Simon and Schuster
ISBN 13 : 0684867508
Total Pages : 378 pages
Book Rating : 4.6/5 (848 download)

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Book Synopsis Marketing Aesthetics by : Bernd Schmitt

Download or read book Marketing Aesthetics written by Bernd Schmitt and published by Simon and Schuster. This book was released on 1997-08-30 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.

Aesthetic Intelligence

Author : Pauline Brown
Publisher : HarperCollins
ISBN 13 : 0062883313
Total Pages : 223 pages
Book Rating : 4.0/5 (628 download)

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Book Synopsis Aesthetic Intelligence by : Pauline Brown

Download or read book Aesthetic Intelligence written by Pauline Brown and published by HarperCollins. This book was released on 2019-11-26 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence. In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it. Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills. Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.

Brand Beauty Unleashed

Author : Roberto M. Álvarez del Blanco
Publisher : Routledge
ISBN 13 : 0429657897
Total Pages : 211 pages
Book Rating : 4.4/5 (296 download)

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Book Synopsis Brand Beauty Unleashed by : Roberto M. Álvarez del Blanco

Download or read book Brand Beauty Unleashed written by Roberto M. Álvarez del Blanco and published by Routledge. This book was released on 2020-03-12 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades. Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.

Brand Beauty Unleashed

Author : Roberto M. Álvarez del Blanco
Publisher : Routledge
ISBN 13 : 0429655452
Total Pages : 312 pages
Book Rating : 4.4/5 (296 download)

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Book Synopsis Brand Beauty Unleashed by : Roberto M. Álvarez del Blanco

Download or read book Brand Beauty Unleashed written by Roberto M. Álvarez del Blanco and published by Routledge. This book was released on 2020-03-12 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades. Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.

Marketing Aesthetics

Author : Alex Simonson
Publisher : Free Press
ISBN 13 : 9781439172926
Total Pages : 0 pages
Book Rating : 4.1/5 (729 download)

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Book Synopsis Marketing Aesthetics by : Alex Simonson

Download or read book Marketing Aesthetics written by Alex Simonson and published by Free Press. This book was released on 2009-04-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.

The Art Firm

Author : Pierre Guillet de Monthoux
Publisher : Stanford University Press
ISBN 13 : 9780804748131
Total Pages : 416 pages
Book Rating : 4.7/5 (481 download)

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Book Synopsis The Art Firm by : Pierre Guillet de Monthoux

Download or read book The Art Firm written by Pierre Guillet de Monthoux and published by Stanford University Press. This book was released on 2004 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Art Firm explores the seemingly unorthodox alliance of the arts, management, and marketing. Art firmsas avant-garde enterprises and arts corporationshave existed for at least two hundred years, using texts, images, and other types of art to create corporate wealth. This book investigates how to apply the methods artists use in creating value to the methods more traditional managers use in running their businesses. Guillet de Monthoux offers a crash course in aesthetics from Kant to Gadamer, showing how aesthetic management and metaphysical marketing can create value. Using case studies of successful art managers from Richard Wagner to Robert Wilson, the author illustrates the creative roleso central to value-making in contemporary economiesperformed by aesthetic play in art firms. Along the way, Guillet de Monthoux points out how responsible aesthetic management and marketing can eradicate the problems of banality and totality, the two capital sins of an art-based economy.

Handbook of Research on Pathways and Opportunities Into the Business of Esports

Author : Andrews, Sharon
Publisher : IGI Global
ISBN 13 : 1799873021
Total Pages : 473 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Pathways and Opportunities Into the Business of Esports by : Andrews, Sharon

Download or read book Handbook of Research on Pathways and Opportunities Into the Business of Esports written by Andrews, Sharon and published by IGI Global. This book was released on 2021-06-25 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esports have attracted considerable attention over the past few years and become an industry that is projected to continue to increase rapidly. Intersecting with the esports industry are organizations and businesses that develop and support the esports game experience. Included is the entrepreneurial spirit of gamers, who are interested in creating their own career paths through capturing and posting gaming microassists on different public venues that are driven by advertising dollars, invitational competition monetary winnings, and other forms of marketing their expertise for financial gain. All these organizations and industries form satellites of career opportunities as well as opportunities for research and enhanced forward-leaning study. Such career opportunities can be explicitly addressed within the structure of university degree and micro-credential certificate programs, some of which have begun to offer esports-directed degrees, but most of which have not yet moved from esports clubs into a recognition of the business and industry monetization of esports. The Handbook of Research on Pathways and Opportunities Into the Business of Esports addresses the intersection of esports gaming and the business and industry of esports, rather than an exploration of the video games themselves. It is the supporting and intersecting industry driven by esports and the vast opportunities this brings that are the foci of this book. Covering topics including digital learning, esport marketing curriculum, and gaming culture, this text is essential for business professionals, industry analysts, entrepreneurs, managers, coaches, marketers, advertisers, brand managers, university and college administrators, faculty and researchers, students, professors, and academicians.

The Insatiability of Human Wants

Author : Regenia Gagnier
Publisher : University of Chicago Press
ISBN 13 : 9780226278544
Total Pages : 268 pages
Book Rating : 4.2/5 (785 download)

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Book Synopsis The Insatiability of Human Wants by : Regenia Gagnier

Download or read book The Insatiability of Human Wants written by Regenia Gagnier and published by University of Chicago Press. This book was released on 2000-12 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is the relationship between our conception of humans as producers or creators; as consumers of taste and pleasure; and as creators of value? Combining cultural history, economics, and literary criticism, Regenia Gagnier's new work traces the parallel development of economic and aesthetic theory, offering a shrewd reading of humans as workers and wanters, born of labor and desire. The Insatiability of Human Wants begins during a key transitional moment in aesthetic and economic theory, 1871, when both disciplines underwent a turn from production to consumption models. In economics, an emphasis on the theory of value and the social relations between land, labor, and capital gave way to more individualistic models of consumerism. Similarly, in aesthetics, theories of artistic production or creativity soon bowed to models of taste, pleasure, and reception. Using these developments as a point of departure, Gagnier deftly traces the shift in Western thought from models of production to consumption. From its exploration of early market logic and Kantian thought to its look at the aestheticization of homelessness and our own market boom, The Insatiability of Human Wants invites us to contemplate alternative interpretations of economics, aesthetics, and history itself.

Brand Aesthetics

Author : G. Mazzalovo
Publisher : Springer
ISBN 13 : 1137025603
Total Pages : 243 pages
Book Rating : 4.1/5 (37 download)

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Book Synopsis Brand Aesthetics by : G. Mazzalovo

Download or read book Brand Aesthetics written by G. Mazzalovo and published by Springer. This book was released on 2012-07-24 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. Proposes a series of theoretical and practical managerial instruments which analyse the aesthetic aspects of various brand manifestations.

From Chinese Brand Culture to Global Brands

Author : W. Zhiyan
Publisher : Springer
ISBN 13 : 1137276355
Total Pages : 187 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis From Chinese Brand Culture to Global Brands by : W. Zhiyan

Download or read book From Chinese Brand Culture to Global Brands written by W. Zhiyan and published by Springer. This book was released on 2013-10-08 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

Aesthetics and Human Resource Development

Author : Stephen Gibb
Publisher : Routledge
ISBN 13 : 1134235658
Total Pages : 200 pages
Book Rating : 4.1/5 (342 download)

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Book Synopsis Aesthetics and Human Resource Development by : Stephen Gibb

Download or read book Aesthetics and Human Resource Development written by Stephen Gibb and published by Routledge. This book was released on 2006-05-02 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first book to look at both aesthetics and human resource development, this timely and original work investigates existing, as well as possible future, connections and relations between the two areas. Well structured and expertly written, The Aesthetic Challenges of Human Resource Development is undoubtedly a valuable reference for students of human resource management, business and management, and aesthetics.

Brands, Consumers, Symbols and Research

Author : Sidney J. Levy
Publisher : SAGE
ISBN 13 : 9780761916970
Total Pages : 612 pages
Book Rating : 4.9/5 (169 download)

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Book Synopsis Brands, Consumers, Symbols and Research by : Sidney J. Levy

Download or read book Brands, Consumers, Symbols and Research written by Sidney J. Levy and published by SAGE. This book was released on 1999-08-11 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in management, how managers develop products and brands and how the marketplace is studied.