Flagship Marketing

Concepts and places

Business & Finance, Marketing & Sales, Public Relations
Cover of the book Flagship Marketing by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781134076680
Publisher: Taylor and Francis Publication: March 14, 2009
Imprint: Routledge Language: English
Author:
ISBN: 9781134076680
Publisher: Taylor and Francis
Publication: March 14, 2009
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Theory and Practice of Seamanship XI by
Cover of the book Morality Wars by
Cover of the book Essential Life Coaching Skills by
Cover of the book The Evolution of Urban Form by
Cover of the book Picturing the Wolf in Children's Literature by
Cover of the book The Anatomy of Inquiry (Routledge Revivals) by
Cover of the book Hope and Uncertainty in Contemporary African Migration by
Cover of the book Capital & Labour In South Africa by
Cover of the book Peace Studies in the Chinese Century by
Cover of the book The Quattro Cento and Stones of Rimini by
Cover of the book A Geography of Urban Places by
Cover of the book Applied Statistics for Public Policy by
Cover of the book Progress in Self Psychology, V. 4 by
Cover of the book Water Infrastructure by
Cover of the book Gender and Migration in Italy by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy