Resumen

GOMEZ R, Claudia  y  MEJIA, Jorge Eduardo. The market management which connects with the senses. Rev. esc.adm.neg [online]. 2012, n.73, pp.168-183. ISSN 0120-8160.

The power of the senses in terms of perceptions and emotions of individuals has been a research theme due to the incidence exerted upon buying and consuming behavior of products and services. From there, the application of a sensorial perspective to marketing was born, which demands from adequate management, which takes advantage given as an answer to sensorial stimulation and which finally shows profitable sales for the company. The main objective of this research aims at identifying and interpreting the factors to bear in mind for sensorial marketing management, starting with some proposals on the use of senses that have been currently developed in some parts of the world and in the country of Colombia. As specific aims, we can mention: to design a time- line in the study of the senses, to identify the relationship of the senses in the buying act, the stated aims and strategies for sensorial marketing, and to select a model to be used in its application.

Palabras clave : Branding; Sensorial marketing; Management; Multisensorial; Senses.

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