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Quick Guide Haptisches Marketing: Wie Sie Mit Haptischen Reizen Ihre Marke Stärken
Paperback
Series: Quick Guide
ISBN13: 9783658493233
Publisher: Springer Gabler
Published: Aug 13 2025
Pages: 114
Weight: 0.36
Height: 0.27 Width: 5.83 Depth: 8.27
Language: German
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. Zwei Interviews mit renommierten Experten aus Wissenschaft und Praxis runden das Buch ab. Die 2. Auflage dieses Werks wurde überarbeitet und um wichtige aktuelle Blickwinkel erweitert.
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