Overview

In today's hyper-competitive business landscape, understanding and engaging consumers is more challenging than ever. Traditional marketing approaches often need to catch up in decoding the complexities of consumer behavior, leading to ineffective strategies and missed opportunities. This gap between businesses and consumers can result in stagnant sales, limited market reach, and reduced profitability. To bridge this divide, Sensible Selling Through Sensory Neuromarketing offers a comprehensive solution rooted in neuromarketing and sensory marketing principles. By delving into the latest neuroscience insights, this book unlocks the secrets of the human brain, providing marketers with a deeper understanding of consumer behavior. The book demonstrates how leveraging sensory modalities like sight, sound, touch, smell, and taste can create impactful marketing experiences through practical guidance and real-world examples. This approach improves customer engagement and satisfaction and drives tangible business growth. With Sensible Selling Through Sensory Neuromarketing, marketers can transform their marketing strategies, moving beyond traditional approaches to embrace the innovative techniques shaping the future of marketing. The book, designed for researchers, academicians, marketers, and policymakers, offers a roadmap to navigate the evolving marketing landscape. From tools and strategies for sensory marketing to ethical considerations and case studies, this comprehensive guide equips readers with the knowledge and skills needed to succeed in today's dynamic market.

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Manpreet Arora is Senior Assistant Professor of Management in the School of Commerce and Management Studies, Central University of Himachal Pradesh Dharamshala, India. With around twenty one years of teaching experience, she has varied interest areas. A Gold medalist at undergraduate and distinction holder at postgraduate level, she obtained her Ph.d in International Trade from Himachal Pradesh University, Shimla, India. She is an M Phil also from the same university. She is a throughout merit holder with meritorious ranks in 10th and 12th also. Her areas of research interest include Accounting and Finance, Strategic Management, Entrepreneurship, Qualitative Research, Case Study Development, Communication Skills and Microfinance. She has been guiding research at the doctoral level and has worked in the area of Microfinance. As an active seminarian, she has attended more than hundred seminars/ conferences, and has visited several universities and colleges to deliver invited talks on Finance, Strategic Management, Qualitative Research, Business Communication, Interpersonal skills, Entrepreneurship and Skill Development. She is a motivational speaker and conducts workshops on communication and motivation. Having published more than 28 papers in various journals of national and international repute (including SCOPUS, WOS and Category Journals), she has also worked as content developer of MHRD 'e-PG Pathshala' Project and OER's for IGNOU. She has written fifty book chapters in national as well as international books/handbooks/volumes published with Routledge, CABI, Apple Academic Press, IGI, Taylor and Francis and latest with Springer Nature etc. With four edited books in her credit she is a persistent researcher in the field of Management. She is an active social worker also and is working towards the protecting the rights of women.

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