Quick Guide Haptisches Marketing

This book is a concise introduction to the topic of haptic marketing. Paul Steiner examines the marketing-specific relevance of haptic stimuli in communication and offers numerous pragmatic guidelines for implementation. For corporate practice, it provides important approaches to the haptic design of brands, aiming to bind consumers to a brand in the long term and ideally with all five senses, thereby deeply anchoring brand content. This is illustrated with concrete examples from Singapore Airlines and MINI. Two interviews with renowned experts from academia and practice round off the book. The second edition of this work has been revised and expanded to include important current perspectives.