Multi-Channel Marketing, Branding and Retail Design

New Challenges and Opportunities

Charles McIntyre, T. C. Melewar, Charles Dennis

• Publisher: Emerald Group Publishing Limited
• Year: 2016
• ISBN:
  9781786354556
• Topic: Business
• Subtopic: Advertising
• Index: Business

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.

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
• Part II: Structural Experience in Retail Design and Brand Marketing — Real World and Beyond
• About the Authors
• Index