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- Carbonaro, Simonetta, et al.
(författare)
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Wenn Konsum aus dem Zirkus der Emotionen ausbricht
- 2012
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Ingår i: …und schopping-center, Das Lesebuch und Nachdenkbuch. - : EKAZENT, Wien. - 978 3 200 02810 4 ; , s. 262-283
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Emotions as an experience of the senses are not the same emotions as a manifestation of feelings. Lifestyle and Experiential Marketing understand emotions as intangible added value and create a world of sensuality without meaning. In these imaginary worlds consumers have begun to look for reliable clues on the lookout, they have developed a deep longing for the authentic. Another dealing with emotions is presented, which is influenced by the desire of people for meaning and identity, and a new understanding of marketing and communications. Based on the socio-cultural model of consumption and strategy of real quality, it shows how to operate successfully in our troubled presence on the market.
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