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Peculiarities of sensory marketing

Author

Listed:
  • Margarita Išoraitė

    (Vilniaus Kolegija / Higher Education Institution, Lithuania)

  • Nikolaj Ambrusevič

    (Vilniaus Kolegija / Higher Education Institution, Lithuania)

Abstract

This article aims to provide a theoretical analysis of the primary sensory marketing types, tools and techniques. The methodological structure used in the study is based on theoretical descriptive, comparative, and analytical methods. The application of the qualitative approach is based on case analysis. The article examines the concept of sensory marketing and the types of technologies used. Qualitative research is original and innovative. It allows us to come to creative scientific insights, which can be instrumental in suggesting recommendations for improving the application of sensory marketing in practice. The results may have practical implications via benefits to the business and institutions provided by applying sensory marketing.

Suggested Citation

  • Margarita Išoraitė & Nikolaj Ambrusevič, 2023. "Peculiarities of sensory marketing," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(2), pages 67-78, December.
    • Handle: RePEc:ssi:jouesi:v:11:y:2023:i:2:p:67-78
    DOI: 10.9770/jesi.2023.11.2(5)
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    More about this item

    Keywords

    sensory marketing; taste; touch; visual; scent; sound;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O40 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - General
    • O50 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - General

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