Multi-channel marketing, branding and retail design : new challenges and opportunities / / edited by Charles McIntyre, T.C. Melewar, Charles Dennis

• 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.: 9910798990703321
• Lo trovi qui: Univ. Federico II