SENSORY MARKETING IN THE SYSTEM OF INNOVATIVE MARKETING INSTRUMENTARIUM TOOLS
Journal Title: ЕКОНОМІЧНИЙ ДИСКУРС - Year 2018, Vol 1, Issue 1
Abstract
Introduction. The constant exacerbation of competition for consumers requires companies to dynamically improve marketing switching strategies. This led to the need for an entire line of innovative marketing aimed at finding the latest tools and tools for stimulating consumers to strengthen and adjust consumer landmarks. Sensory marketing is one of these areas, aimed at activating the neurobiological indicators of a person, that response for consumer choice. Methods. The dialectical method and systematic approach to the study ofpersonal neurobiological indicators and phenomena, as well as monographic, abstract and logical method, method of abstraction are used to achieve the goal. The issue of domestic and foreign scientists about the development the innovative marketing technologies and the methods of its implementation was the methodological basis of the study. Results. The features of influence the sensory marketing elements on neurobiological indicators of the personality’s consumer behavior are investigated in the article. The basic functional features of sensory marketing are defined and certain directions of developing its components are outlined. Discussion. The possible further direction of this study is the search of ways to combine individual elements of sensory influence with other innovative marketing strategies for building a dynamic integrated innovative marketing system.
Authors and Affiliations
Nazar Marchyshyn
Keywords
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