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Aesthetics in Marketing
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Aesthetics in Marketing

First Edition
  • Rajat K Baisya - Professor and Head (Retd.), Department of Management Studies, Indian Institute of Technology Delhi
  • G. Ganesh Das - North Delhi Power Limited, Delhi

Other Titles in:
Marketing (General)

March 2008 | 316 pages | SAGE Publications Pvt. Ltd
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.

Foreword

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

 

…is a book for Indian designers and brand marketers which deals with understanding aesthetics beyond its visual association and making it relevant to product designing strategies.

Deccan Herald

This is a book for designers and brand marketers and deals with understanding aesthetics beyond visual association and making it relevant to product designing strategies. Through real-life case studies, interviews, and company and consumer surveys the authors have brought to the fore the importance of aesthetics and business.

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ISBN: 9780761935957
£21.99