000			03382nam a22002417a 4500
005			20250522113340.0
008			250522b |||||||| |||| 00| 0 eng d
020			_a9781032731322
082			_a658.872 _bKAH
100			_aKahn, Barbara E. _923617
245			_aVisual marketing: _ba practical guide to the science of branding and retailing
260			_bRoutledge _aLondon _c2025
300			_a170 p.
365			_aGBP _b39.99
500			_aTable of Contents: 1. Introduction: The Importance of Understanding Visual Marketing Principles to Drive Success 2. Retailing Disruption: The Changing World of Retail and Why Visual Marketing Is More Important than Ever Part 1: Going Deeper, Underneath the Hood: How We See 3. Visual Attention Is the Gatekeeper to Perception and Knowledge 4. Creating a Visual Vocabulary: Visual Communication and Visual Analysis 5. Decision-Making and Modelling Visual Choice 6. The Power of Visuals to Engage and Boost Memory Part 2: Translating Visual Principles into Marketing Strategy 7. Visual Content Can Elicit Strong Feelings and Social Influence for Advertising and Social Media Campaigns 8. Customer Shopping Journey: The Importance of Visual Marketing at Critical Touchpoints 9. Packaging Is a Canvas to Influence Consumer Perceptions and Increase Purchase Likelihood and Repeat 10. Creating a Visual Brand Identity 11. Conclusion
520			_aAs the world accelerates towards the digital realm post-pandemic, it has never been more important for marketers and designers to have a solid understanding of visual marketing and the key principles and concepts behind it. Visual Marketing analyses the post-pandemic digital transformation, including AI, taking place across an increasingly competitive marketing landscape. Against this background, the book utilises proven principles in consumer psychology, marketing, and neuroscience to propose creative and useful visual strategies to increase the effectiveness of marketing efforts, illustrating this with many contemporary real-world examples. Reflecting on observations around the radical disruption in the retail industry in particular, the authors introduce the “Kahn Retailing Success Matrix,” which has successfully guided marketing strategy across many industries. The book also highlights the significant influence of visual and physiological principles on how human observers see and interpret visual stimuli, and how applying these fundamental principles will provide marketers with incredible differential advantage in a customer-centric world. Readers will also gain in-depth understanding of how to use new measurement tools that rely on data analytics; choice and preference behaviour; eye tracking and other measures of attention; memory; and emotions to evaluate strategies and measure success. This innovative and incisive new textbook is a valuable resource for both undergraduate and postgraduate students of such subjects as Consumer Behaviour, Marketing Strategy, Visual Marketing, and Retailing. (https://www.routledge.com/Visual-Marketing-A-Practical-Guide-to-the-Science-of-Branding--Retailing/Kahn-Johnson/p/book/9781032731322)
650			_aConsumer behaviour _9659
650			_aMarketing strategy _915496
650			_aRetailing _95761
650			_aBranding _95786
700			_aJohnson, Elizabeth N. _924354
942			_cBK _2ddc
999			_c10021 _d10021