ABSTRACT
This chapter presents sensory marketing (SM) as an emerging paradigm and an approach in consumer marketing. It shows a number of theoretical issues with a post-modern view; this is the basis for a better understanding of SM. The chapter analyzes how SM should be designed in contemporary societal culture. It discusses the importance of service processes, sensory experiences, and sensory strategies with respect to consumer value, consumer experiences, and brand as image. A post-modern view as a methodological basis could contribute to the development of SM, because it is based on scientific pluralism and academic affiliation. Research suggests that five main elements in the store atmosphere, namely, exterior, interior, layout, point of purchase, and people, laid the foundation for consumers perceptions and experiences. Finally, the chapter also presents significance of SM as a model and a multi-sensory brand-experience.
