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

Business researchers and practitioners are increasingly finding that their work crosses the borders of design, branding and marketing. This is in contrast to the discipline-delineated world of publishing where cross-sector studies often find difficulty in gaining acceptance. This book charts some of the work presented within the forum of the International Colloquium of Design, Branding and Marketing which was set up to encourage new work of this nature: in this instance the contents particularly (but not exclusively) being focused upon the world of retail and services design. The issues featured reflect new product development, promotional, retail and multi-channel marketing matters pertinent to the current age where a multi-layered interaction with consumers has surfaced as a key facet of the marketing and branding landscape. The span of the text goes from a micro-environmental consideration of the semiotics of brand meanings, via aspects of the online and virtual world of social media, to cover workplace and promotional marketing design innovations and the macro-environmental concerns of city and environmental place and space design. The book is suited to academics, practitioners and students who are interested in modern design as it relates to marketing and branding issues. Due to its slant towards retail and services, it will further be of interest to those fascinated by the vigour of a renewed services sector that is actively finding a place for itself in a world where businesses and consumers are invited to co-create their own varieties of stimulating lifeworld experience across many domains. Book jacket.