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Aesthetics in Marketing
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Aesthetics in Marketing


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Marketing

© 2008 | 312 pages | SAGE Response
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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Rajat K. Baisya

Rajat K Baisya has served as a Senior Professor in Marketing, Strategic Management, International Business, and Project Management at the Department of Management Studies, Indian Institute of Technology, Delhi. He was the President and CEO of the Emami Group of Companies and Senior Vice President, Business Development of Reckitt Benckiser India Ltd. He has also been associated with companies like Escorts Ltd, United Breweries Group, Best Food International (Unilever Group) and Parle-Bisleri Group in very senior management capacities. He was a member of Research Management Board of International Project Management Association (IPMA),... More About Author

G. Ganesh Das

G Ganesh Das is Head of the Consumer Accreditation Cell and Head of Group—Strategy and Performance Management at North Delhi Power Limited (A Tata Power Joint Venture). He took his Ph.D. from Indian Institute of Technology, Delhi in the area of ‘Strategy and Marketing’. He is a seasoned professional with over 20 years of qualitative experience in sales and marketing, business development, customer relationship management, process improvement, consulting, across multifarious sectors such as automobiles, training, services, utilities and consulting industry with exposure to international assignments. He has been associated with... More About Author

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ISBN: 9780761935957
₹550.00