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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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Pubblicazione: | Bingley, England : , : Emerald, , 2016 |
©2016 | |
Edizione: | First edition. |
Descrizione fisica: | 1 online resource (274 pages) : illustrations |
Disciplina: | 658.788 |
Soggetto topico: | Marketing |
Branding (Marketing) | |
Business & Economics - Advertising & Promotion | |
Sales & marketing | |
Persona (resp. second.): | McIntyreCharles <1955-, > |
MelewarT. C. | |
DennisCharles | |
Nota di bibliografia: | Includes bibliographic references and index. |
Nota di contenuto: | 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. |
Sommario/riassunto: | 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. |
Titolo autorizzato: | Multi-channel marketing, branding and retail design ![]() |
ISBN: | 1-78635-455-1 |
Formato: | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910821063503321 |
Lo trovi qui: | Univ. Federico II |
Opac: | Controlla la disponibilità qui |