ABSTRACT
This chapter discusses sensory marketing as a new emerging marketing paradigm. The features that distinguish sensory marketing from transaction marketing and relationship marketing are highlighted. The focus is on the importance of the five senses and a multi-sensory brand-experience. Thereafter, the new concepts and models needed to develop sensory marketing in theory and practice are discussed. In this context, the main implications of a new approach are presented. Finally, some personal reflections on the development of future sensory marketing are shared. Transaction marketing (TM) and relationship marketing (RM) are no longer considered as adequate explanatory models when it comes to understanding how consumers engage in identity creation, self-fulfillment, and sensory experiences in the buying and consumption processes. Sensory marketing, as a concept, includes the marketing of goods, services, places, people, companies, organizations, or ideas, which should result in a multi-sensory brand-experience for the consumers.
