In today's hyper-competitive business landscape, understanding and engaging consumers is more challenging than ever. Traditional marketing approaches often need to catch up in decoding the complexities of consumer behavior, leading to ineffective strategies and missed opportunities. This gap between businesses and consumers can result in stagnant sales, limited market reach, and reduced profitability. To bridge this divide, Sensible Selling Through Sensory Neuromarketing offers a comprehensive solution rooted in neuromarketing and sensory marketing principles.

By delving into the latest neuroscience insights, this book unlocks the secrets of the human brain, providing marketers with a deeper understanding of consumer behavior. The book demonstrates how leveraging sensory modalities like sight, sound, touch, smell, and taste can create impactful marketing experiences through practical guidance and real-world examples. This approach improves customer engagement and satisfaction and drives tangible business growth. With Sensible Selling Through Sensory Neuromarketing, marketers can transform their marketing strategies, moving beyond traditional approaches to embrace the innovative techniques shaping the future of marketing.

The book, designed for researchers, academicians, marketers, and policymakers, offers a roadmap to navigate the evolving marketing landscape. From tools and strategies for sensory marketing to ethical considerations and case studies, this comprehensive guide equips readers with the knowledge and skills needed to succeed in today's dynamic market.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Brand Differentiation and Loyalty
Buying Behavior
Case Studies
Digital Marketing
Emerging Markets
Five Senses in Marketing
Marketing Ethics
Marketing Mix
Neuro Sensory Marketing
Neuromarketing/Sensory Marketing Tools
Product Packaging
Promotional Strategies
Repurchase Intentions
Sensory and Neuromarketing
Traditional Marketing Evolution

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Editor/Author Biographies

Reena Malik presently working as an Assistant Professor in Chitkara Business School, Chitkara University, Punjab, India. She is Ph.D in Management and Post graduate in Management,Mass Communication (Gold Medal) and Commerce. She has qualified UGC/NTA NET in both Commerce and Management. She has published more than 30 papers in reputed national and international journals and presented papers in various government sponsored seminar and conferences. She has five books to her credit. Having a teaching experience of more than nine years, she is actively working in the research area of Marketing and Finance.

Shivani Malhan is working as an Assistant Professor in Chitkara University. She has done her MBA from University Business School, Panjab University and PhD in Marketing Management in the area of Brand Loyalty. She has a corporate experience of two years in Tata Motors and an experience of nine years in teaching. Moreover, she has published many research papers in UGC Care listed journals and scopus indexed journals and has attended many national and international conferences and seminars. She has been awarded the “Best research paper presentation award” by IIT Roorkee. Furthermore, she was a member of the team which organised Carpe Diem in collaboration with IIM Ahmedabad and was given the award of honour for being an active member of NSS while she was working in DAV University.

Manpreet Arora , a Senior Assistant Professor of Management at the Central University of Himachal Pradesh, Dharamshala, India, brings over twenty-two years of rich teaching experience. She holds academic accolades including a Ph.D. in International Trade, an M.Phil, a gold medalist and several other academic distinctions from Himachal Pradesh University, Shimla. Dr. Arora’s diverse research interests encompass Accounting, Finance, Strategic Management, Entrepreneurship, Qualitative Research and Microfinance. She works on Mixed methods research. Noteworthy for guiding doctoral research and delving into Microfinance, Entrepreneurship, Behavioral Finance and Corporate Reporting, she has presented at numerous seminars, delivering talks on various academic subjects across multiple universities and colleges. An accomplished academic, she has an impressive publication record, having authored over 30 papers in esteemed national and international journals listed in Scopus, WOS and Category journals, alongside contributing to fifty-five book chapters in publications by reputed publishers like Emerald, Routledge, CABI, Springer Nature, AAP, Wiley and more. Her commitment to management research is evident through the editing of six books. She is presently working in the area of Metaverse. Her impactful contributions showcase a multifaceted professional excelling in academia, research, and social advocacy.

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