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Theoretical and Applied Economics
No. 7 / 2014 (596)

Sensory marketing strategies. Case study: Oltenia

Aurelia-Felicia STĂNCIOIU
Bucharest University of Economic Studies, Romania
Mihail-Cristian DIŢOIU
Bucharest University of Economic Studies, Romania
Nicolae TEODORESCU
Bucharest University of Economic Studies, Romania
Lucian-Florin ONIŞOR
Bucharest University of Economic Studies, Romania
Ion PÂRGARU
University “Politehnica” of Bucharest, Romania

Abstract. From the perspective of the tourist, sensory marketing strategies may result in an experience improvement which leads, in time, to acquiring a positive destination image, and, from the perspective of the destination, to furthering its harmonious development. Even though it appears that sensory marketing strategies can be considered as alternatives for marketing strategies, they actually are complementary, and their objective (increasing product quality by “turning to the beginning”, where perception and consumer knowledge start), aims to handle the senses of the consumer by starting from the identification of his/her needs.

Keywords: sensory marketing strategies, sensory signatures, sensory dimensions, sensory brand of the destination.

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Marin Dinu

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The Economicity. The Epistemic Landscape, Marin Dinu, 2016

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