Aesthetics in Marketing

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Aesthetics in Marketing by Rajat K Baisya, G. Ganesh Das, SAGE Publications
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Author: Rajat K Baisya, G. Ganesh Das ISBN: 9789352800964
Publisher: SAGE Publications Publication: March 11, 2008
Imprint: Sage Publications Pvt. Ltd Language: English
Author: Rajat K Baisya, G. Ganesh Das
ISBN: 9789352800964
Publisher: SAGE Publications
Publication: March 11, 2008
Imprint: Sage Publications Pvt. Ltd
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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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