Multi-channel marketing, branding and retail design
Subtitle: new challenges and opportunities
By: edited by Charles McIntyre, T.C. Melewar, Charles Dennis
Edition: First edition.
Publisher: Emerald Publishing Limited
Published: 2016
Language: eng
Number of pages: 259
ISBN-13: 9781786354563
Copyright date: 2016
Subjects: Social media; Internet marketing; Marketing; Retail trade; Retail Stores; Consumer behavior; Design; Branding (Marketing); Economic aspects
Description: Recently, many researchers have found that their work crosses the borders of design, branding, and marketing. This orientation finds itself in contrast to the generally discipline-delineated world of academic journal publishing, where cross-sector studies often find difficulties in acceptance (design-based work in marketing being particularly poorly represented). This book focuses on service design, including retail and multi-channel marketing matters pertinent to the current age, where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape -- complementary to online and virtual worlds. The span of the text goes from what may be regarded as micro-environmental issues of type design and the semiotics of brand meanings towards macro-environmental concerns of city design and ecological threat, all relative to living within any world (and all worlds) that businesses and consumers may co-create or are invited and welcomed to in their own multi-layered experience.
Notes: Includes bibliographical references and index.
Table of contents: title: Pt. I. The design process: branding, marketing and customer experience in a multi-channel world; title: pt. II. Structural experience in retail design and brand marketing: real world and beyond.