| Форма представления | Статьи в зарубежных журналах и сборниках |
| Год публикации | 2019 |
| Язык | английский |
|
Каленская Наталья Валерьевна, автор
|
| Библиографическое описание на языке оригинала |
N.V. Kalenskaya, R.F. Mukhadisova METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL // GCPMED 2018 International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development« pp.688-695 |
| Аннотация |
International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development« |
| Ключевые слова |
Consumer behavior, relationship marketing, sensory marketing, aromamarketing, audiomarketing, comfort marketing. |
| Название журнала |
International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development«
|
| URL |
https://dx.doi.org/10.15405/epsbs.2019.03.68 |
| Пожалуйста, используйте этот идентификатор, чтобы цитировать или ссылаться на эту карточку |
https://repository.kpfu.ru/?p_id=198157 |
| Файлы ресурса | |
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Полная запись метаданных  |
| Поле DC |
Значение |
Язык |
| dc.contributor.author |
Каленская Наталья Валерьевна |
ru_RU |
| dc.date.accessioned |
2019-01-01T00:00:00Z |
ru_RU |
| dc.date.available |
2019-01-01T00:00:00Z |
ru_RU |
| dc.date.issued |
2019 |
ru_RU |
| dc.identifier.citation |
N.V. Kalenskaya, R.F. Mukhadisova METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL // GCPMED 2018 International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development« pp.688-695 |
ru_RU |
| dc.identifier.uri |
https://repository.kpfu.ru/?p_id=198157 |
ru_RU |
| dc.description.abstract |
International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development« |
ru_RU |
| dc.description.abstract |
In this article, we consider the effectiveness of the use of sensory marketing at the points of sale. The study demonstrated the features of not only individual marketing areas, but also paid special attention to sensory marketing. The article analyzes the Russian experience of using aroma marketing and video marketing in sales, on the basis of which the key performance indicators of sensory marketing were systematized. This article also presents the mechanisms of influence used in sensory marketing and interpreted the concept of the expected effect of its implementation. The effectiveness of sensory marketing can be justified according to a number of indicators, the most decisive is the increase in sales by 20%, which is confirmed by the results of the study We can say that sensory marketing is a low cost marketing, as the equipment used to distribute fragrances varies in the price range from 20 to 40 thousand rubles. Considering all the tools of sales promotion, the most optimal is 15%, and this proves the assumption that in modern marketing, in comparison with price methods of sales promotion, non-price tools will be much more effective. |
ru_RU |
| dc.language.iso |
ru |
ru_RU |
| dc.subject |
Consumer behavior |
ru_RU |
| dc.subject |
relationship marketing |
ru_RU |
| dc.subject |
sensory marketing |
ru_RU |
| dc.subject |
aromamarketing |
ru_RU |
| dc.subject |
audiomarketing |
ru_RU |
| dc.subject |
comfort marketing. |
ru_RU |
| dc.title |
METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL |
ru_RU |
| dc.type |
Статьи в зарубежных журналах и сборниках |
ru_RU |
|
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