Marketing Aesthetics

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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.

Imagining Marketing

Author : Stephen Brown
Publisher : Routledge
ISBN 13 : 1134565496
Total Pages : 320 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 2003-09-02 with total page 320 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 this topical study argues that the mantle of imagination has now passed on from the artist to the marketer. It contends, moreover, that the tools and techniques of artistic appreciation can be successfully applied to all manner of marketplace phenomena. Key features include: * the treatment of artistic artefacts as a source of marketing understanding * a detailed discussion surrounding the argument that marketers should adopt more imaginative modes of academic expression * an analysis of the kind of art that marketing is, and the place of imagination in marketing's artistic palette. This book provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practitioners.

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.

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.

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 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.

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.

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.

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.

Get Different

Author : Mike Michalowicz
Publisher : Penguin
ISBN 13 : 0593330633
Total Pages : 305 pages
Book Rating : 4.5/5 (933 download)

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Book Synopsis Get Different by : Mike Michalowicz

Download or read book Get Different written by Mike Michalowicz and published by Penguin. This book was released on 2021-09-21 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Mike Michalowicz, bestselling author of Profit First, Clockwork, and Fix This Next, a practical and proven guide to standing out in a crowded market. Many business owners are frustrated because they feel invisible in a crowded marketplace. They know they are better than their competitors, but when they focus on that fact, they get little in return. That's because, to customers, better is not actually better. Different is better. And those who market differently, win. In his new marketing book, Mike Michalowicz offers a proven, no-bullsh*t method to position your business, service, or brand to get noticed, attract the best prospects, and convert those opportunities into sales. Told with the same humor and straight-talk that's gained Michalowicz an army of ardent followers, with actionable insights drawn from stories of real life entrepreneurs, this book lays out a simple, doable system based on three critical questions every entrepreneur and business owner must ask about their marketing: 1. Does it differentiate? 2. Does it attract? 3. Does it direct? Get Different is a game-changer for everyone who struggles to grow because their brand, message, product or service doesn't stand out and connect with customers--the long-anticipated answer to the defining business challenge of our time.

Aesthetics and Education

Author : Michael J. Parsons
Publisher : University of Illinois Press
ISBN 13 : 9780252062933
Total Pages : 214 pages
Book Rating : 4.0/5 (629 download)

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Book Synopsis Aesthetics and Education by : Michael J. Parsons

Download or read book Aesthetics and Education written by Michael J. Parsons and published by University of Illinois Press. This book was released on 1993 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is the appropriate content of aesthetics for students of art at different age levels? How can it best be taught? How should it be combined with studio work and other art disciplines? Michael J. Parsons and H. gene Blocker answer these and other questions in a volume designed to help art educators, potential educators, and curriculum developers integrate aesthetics into the study of art in the school curriculum. The two introduce some of the philosophical problems and questions in art, encouraging teachers and others to form a personal outlook on these issues.

Understanding Aesthetics for the Merchandising and Design Professional

Author : Ann Marie Fiore
Publisher : A&C Black
ISBN 13 : 1563678098
Total Pages : 417 pages
Book Rating : 4.5/5 (636 download)

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Book Synopsis Understanding Aesthetics for the Merchandising and Design Professional by : Ann Marie Fiore

Download or read book Understanding Aesthetics for the Merchandising and Design Professional written by Ann Marie Fiore and published by A&C Black. This book was released on 2010-04-08 with total page 417 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bridging the gap between the study of aesthetics and its application in the merchandising and design environments, the 2nd Edition of Understanding Aesthetics presents a research-based focus on the concepts of aesthetics and their effect on product value and consumer behavior. The multisensory approach to studying the elements and principles of design helps students master the underlying factors of successful design and learn how products and their promotional surroundings can establish brand identity and create a pleasing environment for the consumer.

The Aesthetic Clinic

Author : Fernanda Negrete
Publisher : State University of New York Press
ISBN 13 : 1438480229
Total Pages : 348 pages
Book Rating : 4.4/5 (384 download)

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Book Synopsis The Aesthetic Clinic by : Fernanda Negrete

Download or read book The Aesthetic Clinic written by Fernanda Negrete and published by State University of New York Press. This book was released on 2020-10-01 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: In The Aesthetic Clinic, Fernanda Negrete brings together contemporary women writers and artists well known for their formal experimentation—Louise Bourgeois, Sophie Calle, Lygia Clark, Marguerite Duras, Roni Horn, and Clarice Lispector—to argue that the aesthetic experiences afforded by their work are underwritten by a tenacious and uniquely feminine ethics of desire. To elaborate this ethics, Negrete looks to notions of sublimation and feminine sexuality developed by Freud, Baudelaire, Mallarmé, and Nietzsche, and their reinvention with and after Jacques Lacan, including in the schizoanalysis of Gilles Deleuze and Félix Guattari. But she also highlights how psychoanalytic theory draws on writing and other creative practices to conceive of unconscious processes and the transformation sought through analysis. Thus, the "aesthetic clinic" of the book's title (a term Negrete adopts from Deleuze) is not an applied psychoanalysis or schizoanalysis. Rather, The Aesthetic Clinic privileges the call and constraints issued by each woman's individual work. Engaging an artwork here is less about retrieving a hidden meaning through interpretation than about receiving a precise transmission of sensation, a jouissance irreducible to meaning. Not only do art and literature serve an urgent clinical function in Negrete's reading but sublimation itself requires an embrace of femininity.

The Aesthetics of Senescence

Author : Andrea Charise
Publisher : SUNY Press
ISBN 13 : 1438477457
Total Pages : 242 pages
Book Rating : 4.4/5 (384 download)

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Book Synopsis The Aesthetics of Senescence by : Andrea Charise

Download or read book The Aesthetics of Senescence written by Andrea Charise and published by SUNY Press. This book was released on 2020-01-01 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Investigates how nineteenth-century British literature grappled with a new understanding of aging as both an individual and collective experience. The Aesthetics of Senescence investigates how chronological age has come to possess far-reaching ideological, ethical, and aesthetic implications, both in the past and present. Andrea Charise argues that authors of the nineteenth century used the imaginative resources of literature to engage with an unprecedented climate of crisis associated with growing old. Marshalling a great variety of canonical authors including William Godwin, Mary Shelley, George Eliot, Anthony Trollope, and George Gissing, as well as less familiar writings by George Henry Lewes, Christoph Wilhelm Hufeland, Agnes Strickland, and Max Nordau, Charise demonstrates why the imaginative capacity of writing became an interdisciplinary crucible for testing what it meant to grow old at a time of profound cultural upheaval. Charise’s grounding in medicine, political history, literature, and genre offers a fresh, original, thoroughly interdisciplinary analysis of nineteenth-century aging and age theory, as well as new insights into the rise of the novel—a genre usually thought of as affiliated almost entirely with the young or middle-aged. “Charise’s brilliantly argued, clearly written book is an important intervention in nineteenth-century British literature, age studies, and medical humanities. It brings these areas of inquiry together in what seems a seamless way—as if they have always traveled together or ought to have. Through an investigation of what she calls the ‘aesthetics of embodiment that shaped nineteenth-century visions of aging,’ Charise has given us an original and groundbreaking study of literary, historical, anthropological, and philosophical texts.” — Devoney Looser, author of The Making of Jane Austen

Brand Aesthetics

Author : G. Mazzalovo
Publisher : Springer
ISBN 13 : 1137025603
Total Pages : 230 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 230 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.

Ecological Aesthetics

Author : Nathaniel Stern
Publisher : Dartmouth College Press
ISBN 13 : 1512602922
Total Pages : 258 pages
Book Rating : 4.5/5 (126 download)

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Book Synopsis Ecological Aesthetics by : Nathaniel Stern

Download or read book Ecological Aesthetics written by Nathaniel Stern and published by Dartmouth College Press. This book was released on 2018-07-03 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: With this poetic and scholarly collection of stories about art, artists, and their materials, Nathaniel Stern argues that ecology, aesthetics, and ethics are inherently entwined, and together act as the cornerstone for all contemporary arts practices. An ecological approach, says Stern, takes account of agents, processes, thoughts, and relations. Humans, matter, concepts, things, not-yet-things, politics, economics, and industry are all actively shaped in, and as, their interrelation. And aesthetics are a style of, and orientation toward, thought - and thus action. Including dozens of color images, this book narrativizes artists and artworks - ranging from print to installation, bio art to community activism - contextualizing and amplifying our experiences and practices of complex systems and forces, our experiences and practices of thought. Stern, an artist himself, writes with an eco-aesthetic that continually unfurls artful tactics that can also be used in everyday existence.