ISBN 9780761935957,Aesthetics in Marketing

Aesthetics in Marketing



SAGE Publications Ltd

Publication Year 2008

ISBN 9780761935957

ISBN-10 0761935959


Number of Pages 312 Pages
Language (English)


A book for Indian designers and brand marketers, Aesthetics in Marketing primarily deals with understanding aesthetics beyond its visual association and making it relevant to product designing strategies. It is the first attempt of its kind to understand the influence of aesthetics in the context of two very important sectors of the industry?consumer durables and automobile. The book analyses various aesthetic attributes, qualities and elements in a product and deliberates on the important of each of these and the kind of balance necessary among them for designing successful products. It stands out on account of the theory, concepts and models discussed, which have a strong foundation in the authors` primary research. Through real-life case studies, interviews, and company and consumer surveys, the authors have brought to the fore the important of aesthetics in various aspects of marketing, like cultivation of a brand image, and have focused on the role played by demographic variables in influencing product buying decisions. Bringing a whole new meaning to the adage `beauty is in the eye of the beholder`, this book will certainly lead to introspection on the importance of `aesthetics` in the market value of a product. Table of Contents Foreword by M B SHIN Preface Introduction to Aesthetics Aesthetics, its Qualities and Attributes Aesthetics and Design and its Role in Products Aesthetics, Design and Consumer Behaviour Aesthetic Influence on Consumer Behaviour and Durables Demographic Variables and Branding in Consumer Durables Total Aesthetic Experience?A Discussion The Aesthetic Framework?A Synthesis of Concepts Companies` Approach to Design and Aesthetics Role of Aesthetics in Marketing Index Was this product information helpful? Yes No OFFERS ON THIS PRODUCT KNOWLEDGE AND LEARNING BOOKS - EXTRA 15% OFF Buy books above Rs 699 and get extra 10% off, Buy above Rs 999 and get extra 15% Off.See final price in cart Terms and Conditions