by Bernd Schmitt, Alex Simonson, Bernhard Bueb · Deusto · tapa blanda · ISBN 9788423416011
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«Marketing y estética» is the brand management essay by Bernd Schmitt, Alex Simonson and Bernhard Bueb, published by Deusto in paperback.
It explains how to apply aesthetics to brand management, identity and image: logos, packaging, advertisements and other media. With cases such as Absolut Vodka, Nike or Starbucks, it shows how sensory experiences (shapes, colours, sounds, textures) serve to build customer loyalty, sustain prices and legally protect the brand.
With a foreword by Tom Peters. Original work: «Marketing Aesthetics» (1997); this Spanish edition was published in 2007.
For marketing, communication, design and business management professionals interested in brand identity and experience management.
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