Ο ρόλος της μουσικής ως εργαλείο του πολυαισθητικού μάρκετινγκ: πώς επηρεάζει την καταναλωτική συμπεριφορά
Κατσουλάκη, Ελένη Μ.
Each and every moment of physical creation and of human presence on earth is full of noise, sound and music. That all of the above affect human beings in various ways has been presumed as long as people have played music. Taking into consideration the influence of music on human feelings and behavior, numerous businesses' Marketing officers, use it as a stimulus both in shaping retail stores' atmospherics, and by including it in television and radio ads. The subject of the present dissertation is the way music as a Sensory Market¬ing tool affects consumer behavior, one way or another. Having previously analyzed the basic elements of Marketing, Consumer Be¬havior and Sensory Marketing, the thesis focuses on Auditory Marketing: on how it works, on its usefulness, on the way it can be applied and also on the results of its applications. Finally, case studies are being used in order to confirm the veracity of the theoretical analysis.