Surround sound marketing has become a common term in marketing over the past decade, to wit, "Pep Boys CEO Mike Odell noted the company saw a rebound in its service business in the third quarter, helped by its surround sound marketing effort, lower gas prices and pent-up demand, although the company's retail business remained soft" (as reported by Forbes). Or, from CMO.com, August 8, 2011, a story entitled Digitally Connecting Through Surround-Sound Marketing. More than 85,000 matches on Google to the phrase "surround sound marketing" illustrate the move from a research specific idea to a general marketing term.
