BRAND sense: Sensory Secrets Behind the Stuff We Buy 收买感官 pdf mobi 下载 kindle 115盘 chm 阿里云 rb

Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing "new car" aroma? Or that Kellogg's trademarked "crunch" is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance?

Foreword: Philip Kotler

1 Start Making Sense

2 Maybe I'm Doing It Right?

3 A Smash Hit

4 And Then There Were Five

5 Being Alive

6 Moving Mountains

7 The Future

Notes

The Brand Sense Research

A Few Words from the Researcher

Acknowledgments

Index

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