Multi-Channel Marketing, Branding and Retail Design : New Challenges and Opportunities.

Multi-Channel Marketing, Branding and Retail Design : New Challenges and Opportunities.

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.

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Bibliographic Details
Main Author: McIntyre, Charles
Other Authors: Melewar, T. C., Dennis, Charles
Format: eBook
Language:English
Published: Bingley : Emerald Group Publishing Limited, 2016.
Series:Online access with EBA: Emerald Business, Management & Economics.
Subjects:
Marketing channels.
Retail trade.
Sales & marketing.
BUSINESS & ECONOMICS > Advertising & Promotion.
Marketing channels
Retail trade
Online Access:Click for online access
Table of Contents:
  • Front Cover; Multi-Channel Marketing, Branding and Retail Design; Copyright Page; Contents; List of Contributors; Introduction; Part I: The Design Process
  • Branding, Marketing and Customer Experience in a Multi-Channel World; 1 Branding: At the Heart of the Relationship between Product Marketing and Design; Introduction; Design and Brand Identity; Signs at the Crossroads of Design and Branding; Semantics of Products: A Tool for Expressing Brand Values; Design and Emotional Attachment to Brand; Product Design and Consumer Behavior.
  • Design as a Creator of Meaning and a Driver of Consumer Attachment to a BrandDesign, Branding, and Innovation; Branding and Innovation; Design and Innovation; Mutual Influence of Design and Branding on Product Innovation; Conclusion; References; 2 Combining the Best of Both Worlds in Retailing and Design: Cross-Practice Integration and Innovation, Including the Role of Education; Introduction; Retail, Store Design, and Lifestyle
  • Retail 1.0, 2.0, and 3.0; The Gaps Evident in Research, Practice, and Educational Disciplines; The Gap between Research Disciplines.
  • The Gap between Research and PracticeThe Gap between Educational Disciplines; Conclusion; References; 3 Designing-in Consumer Identity and Experience via Social Media Representation and Engagement Effects: Contesting Female Body Image and Branding; Introduction; Brand Communication Control and Female Body Image; Social Media as an Agent of Brand Message Change; Social Networking Interactivity, Discourse and Brandstorms; Conclusion; References; 4 Selling the Brand Story: Social and Business Innovation in a One for One® Business Model; Introduction; Context.
  • CSR and Business-Stakeholder RelationsBusiness Innovation: Social Entrepreneurship and the Buy-One-Give-One Model; Conclusion; References; Part II: Structural Experience in Retail Design and Brand Marketing
  • Real World and Beyond; 5 Front of House Design and Marketing Effects: Town and City Streetscapes and Meaning in Exterior Retail Brand Experience; Introduction; The Symbiotic Value of Retail Brand and Place and Space Meanings in Built Environments: Big Store Examples; Retail's Historical Import in Town and City Place Distinction and Attractiveness.
  • Modernist Retail Evolution Relative to Local Place DegradationReviewing External and Retail Façade Attention in the Design Literature; Key Urban Architectural Factors of Exterior Attractiveness; Conclusion; References; 6 Big Store Design and Marketing Effects: Non-Western, New-Build Shopping Malls and Implications for the Re-Enchantment of Consumption; Introduction; The Re-Enchantment of Consumption; Non-Western Shopping Malls and Socio-Political Aspects of Re-Enchantment; Conclusion; References.

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