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Mit allen Sinnen


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About the Book

Eine der innovativsten Werbeformen ist Duftmarketing. Die Anwendung ist sowohl für Gewerbe als auch Industrie von steigender Bedeutung. Selbst Privatpersonen erhöhen vereinfacht gesagt die eigene Marktattraktivität durch einen angenehmen, wohldosierten Duft. Etwas technischer bezeichnet Duftmarketing alle Maßnahmen im Marketing, die mittels Duftstoffen bewirken, den Absatz von Produkten zu steigern, eine Kundenbindung zu verstärken oder den Markenwert zu erhöhen. Mittels Aromen werden Gefühle erzeugt, Produkte vermarktet oder Marken besser positioniert. Ziel ist immer, das Wohlbefinden zu steigern - während des Kaufs, in der Verwendung des Produkts / der Dienstleistung, als angenehme Geruchserinnerung und der Verknüpfung von Erlebnis mit Produkt und Marke. Angenehme Gerüche bewirken eine Umsatzsteigerung, eine längere Verweildauer und führen zu einem höheren Qualitätseindruck von Handelsware. Auch ist eine Steigerung des geistigen Leistungsvermögens - sowohl auf Kundenseite, als auch auf Seiten der Mitarbeiter ein erzielbarer positiver Effekt. Hierzu zeigt dieses Buch einfach und übersichtlich welche Düfte, welche Wirkung auf den Organismus haben. Unangenehme Gerüche verschlechtern insbesondere bei komplexen Aufgaben die Leistungsfähigkeit. Hierzu ist eine rauchfreie Umgebung genauso ratsam, wie regelmäßige Frischluftzufuhr. Ein Duft kann zusätzliches Wohlbefinden in das Raumklima transportieren oder aber auch auf einzelnen Objekten konzentriert sein. Ein Autohaus nutzt beispielsweise eine Raumbeduftung. Der darin zum Verkauf stehende Neuwagen wurde auch geruchsoptimiert - einerseits durch aufwändige Duftexperimente zur Vermeidung von störenden Gerüchen aus Kunstoffen, andererseits durch die Verwendung von Holz und Leder oder speziellen Wagendüften wie bei Citroën C4, Maybach 57 oder jüngst den Rinspeed Bamboo. Beim Bamboo hat der Käufer die Auswahl zwischen Lavendelduft, Meeresbrise oder Piniengeruch. Das Autohaus nutzt in dem Beispiel Duft als dauerhafte Maßnahme


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Product Details
  • ISBN-13: 9783961469253
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Diplomica Verlag
  • Height: 254 mm
  • No of Pages: 126
  • Spine Width: 7 mm
  • Weight: 286 gr
  • ISBN-10: 3961469253
  • Publisher Date: 22 Sep 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Duftmarketing. Einfluss auf Erleben und Kaufen: Unveränderte Neuausgabe
  • Width: 178 mm


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