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Record Nr. |
UNINA9910798990703321 |
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Titolo |
Multi-channel marketing, branding and retail design : new challenges and opportunities / / edited by Charles McIntyre, T.C. Melewar, Charles Dennis |
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Pubbl/distr/stampa |
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Bingley, England : , : Emerald, , 2016 |
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©2016 |
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ISBN |
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Edizione |
[First edition.] |
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Descrizione fisica |
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1 online resource (274 pages) : illustrations |
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Disciplina |
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Soggetti |
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Marketing |
Branding (Marketing) |
Business & Economics - Advertising & Promotion |
Sales & marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographic references and index. |
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Nota di contenuto |
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pt. I. The design process: branding, marketing and customer experience in a multi-channel world -- pt. II. Structural experience in retail design and brand marketing: real world and beyond. |
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Sommario/riassunto |
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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 unique book focuses upon 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. |
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