Abstract
This chapter presents the change forces of the third wave that affect marketing at the beginning of the twenty-first century. In particular, the importance of the modern and post-modern value systems in what is called the “binary society” is emphasized. Finally, the roles of aesthetics, emotions, and experiences in sensory marketing are discussed.
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© 2009 Bertil Hultén, Niklas Broweus & Marcus van Dijk
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Hultén, B., Broweus, N., van Dijk, M. (2009). Marketing 3.0. In: Sensory Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230237049_2
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DOI: https://doi.org/10.1057/9780230237049_2
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