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Flagship Marketing - Concepts and places (Hardcover)
Loot Price: R5,491
Discovery Miles 54 910
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Flagship Marketing - Concepts and places (Hardcover)
Series: Routledge Advances in Management and Business Studies
Expected to ship within 12 - 17 working days
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Flagships are the physical apogee of consumerism, places where
brand experiences are most defined and interactions with consumers
are highly refined. This book marks the first comprehensive study
of the concept of the flagship, bringing together a range of
scholarly insights from the field, covering issues such as
consumerism, areas of consumption and experimental marketing theory
and practise. The ways in which flagship projects communicate brand
values, both externally and internally, form an important part of
this book, and provide new perspectives on late twentieth century
commercial and cultural policy and practice. Kent and Brown offer a
truly interdisciplinary approach to the concept, offering a variety
of perspectives on the debates surrounding flagship function and
its role as a place of consumption. Chapters focus on the
development of prestigious stores, hotels and arts and cultural
centres, as showcases for branded experiences and products and as
demonstrations of commercial and public policy. Cases and examples
include The Eden Project in the UK, automotive showrooms in
Germany, hotels in Dubai and Las Vegas, and Vienna's cultural
quarter. Theoretical discussion explores the tensions between costs
and profitability, conspicuous consumption and the sustainability
of iconic forms. The book enables readers to explore the flagship
concept from different perspectives, and while a marketing approach
predominates, it provides a disciplinary challenge which will open
up new ways of understanding the concept.
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