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

Charles McIntyre
Bournemouth University, UK

T. C. Melewar
Middlesex University Business School, UK

Charles Dennis
Middlesex University London, UK

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Product Details
05 Dec 2016
Emerald Group Publishing Limited
272 pages - 152 x 229 x 19mm
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.
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 - AurØlie Hemonnet-Goujot and Delphine Manceau 2. Combining the Best of Both Worlds in Retailing and Design: Cross-Practice Integration and Innovation, Including the Role of Education - Katelijn Quartier, Tinne Lommelen and Jan Vanrie 3. Designing-in Consumer Identity and Experience via Social Media Representation and Engagement Effects: Contesting Female Body Image and Branding - Suzanne Winfield and Yvonne Richardson 4. Selling the Brand Story: Social and Business Innovation in a One for Onefi Business Model - Natascha Radclyffe-Thomas and Ana Roncha 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 - Charles McIntyre 6. Big Store Design and Marketing Effects: Non-Western, New-Build Shopping Malls and Implications for the Re-Enchantment of Consumption - Graham H. Roberts 7. Small Store Design and Marketing Effects: Experiential Developments in SME Fashion Pop-Up Store Strategies - Bethan Alexander and Jessie Kaitlin Bain 8. In-Store Design and Marketing Effects: Taking Account of the Influence of Servicescape Design upon Retail Brand Frontline Employees - Treasa Kearney 9. Consumer Responses to Virtual- and Real-World Retail Environment Convergence: Implications for Design-Based Interventions - Tracy Harwood and Martin Jones About the Authors Index
Charles McIntyre, Bournemouth University, Poole, UK T. C. Melewar, Middlesex University London, London, UK Charles Dennis, Middlesex University London, London, UK
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