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Aesthetics in Marketing
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Aesthetics in Marketing

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

March 2008 | 316 pages | SAGE Publications Pvt. Ltd
Aesthetics is a term most used in the context of visual beauty. This book attempts to define aesthetics by broadening the understanding of the elements it is composed of. It draws attention to all the senses thus introducing the concept of total aesthetic experience in a product.

This book uncovers and looks into various aesthetic attributes and qualities in a product. It also deliberates the importance of each of these attributes, qualities and elements of aesthetics and the kind of balance necessary between each, for designing successful products.

The contemporary consumer attaches a great deal of importance to factors such as brand identity, brand image, corporate image etc. The relationships between these factors and the aesthetics of a product are discussed at length along with an analysis of how aesthetic consideration of a product influences sales and to what extent these attributes are essential for the success of a product.

An important feature of this book is that theory, concepts and models discussed here have a strong foundation in research conducted by the authors. The book relates aesthetics concepts to real life case studies. An additional feature of the book is that it elaborates the practical implications for a marketermpany to create a successful 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
$27.99