By Tony Kent,Reva Brown
Flagships are the actual apogee of consumerism, areas the place model reviews are so much outlined and interactions with shoppers are hugely sophisticated. This booklet marks the 1st finished examine of the concept that of the flagship, bringing jointly a variety of scholarly insights from the sphere, overlaying matters reminiscent of consumerism, components of intake and experimental advertising idea and training. The ways that flagship tasks speak model values, either externally and internally, shape an incredible a part of this publication, and supply new views on overdue 20th century advertisement and cultural coverage and practice.
Kent and Brown provide a really interdisciplinary method of the concept that, delivering a number of views at the debates surrounding flagship functionality and its position as a spot of intake. Chapters concentrate on the improvement of prestigious shops, motels and humanities and cultural centres, as showcases for branded reviews and items and as demonstrations of industrial and public coverage. instances and examples contain The Eden undertaking within the united kingdom, automobile showrooms in Germany, inns in Dubai and Las Vegas, and Vienna's cultural area. Theoretical dialogue explores the tensions among expenditures and profitability, conspicuous intake and the sustainability of iconic kinds. The ebook allows readers to discover the flagship proposal from assorted views, and whereas a advertising process predominates, it offers a disciplinary problem to be able to open up new methods of figuring out the concept.
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Flagship Marketing: Concepts and places (Routledge Advances in Management and Business Studies) by Tony Kent,Reva Brown