The Art of Marketing
Sumire Crader
Waseda University, Tokyo, Japan
Judith Lynne Zaichkowsky*
Simon Fraser University, Vancouver, Canada
*Contact:
zaichkow@sfu.ca
Faculty of Business Administration,
Simon Fraser University,
Vancouver, Canada
1-604-730-1086
The Art of Marketing
Abstract
The “Art of Marketing” is an approach that incorporates various principles
of art into marketing in order to appeal to the senses of consumers.
By using aesthetics, marketers can give people pleasure through activating
emotions. This paper will focus on the art of marketing in a retail
store environment and how an artistic approach can aid retailers in understanding
and motivating the consumer. The “Art of Marketing” will also help
to explain why consumers will continue to frequent brick-and-mortar stores
over other alternatives.