Multi-Channel Marketing, Branding and Retail Design
New Challenges and Opportunities
Business & Finance, Marketing & Sales, Advertising & Promotion, Sales & Selling
| Author: | Charles McIntyre, T. C. Melewar, Charles Dennis | ISBN: | 9781786354556 |
| Publisher: | Emerald Group Publishing Limited | Publication: | December 5, 2016 |
| Imprint: | Emerald Group Publishing Limited | Language: | English |
| Author: | Charles McIntyre, T. C. Melewar, Charles Dennis |
| ISBN: | 9781786354556 |
| Publisher: | Emerald Group Publishing Limited |
| Publication: | December 5, 2016 |
| Imprint: | Emerald Group Publishing Limited |
| Language: | English |
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.
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.
