Flagship Marketing

Concepts and places

By: Reva Brown (Editor), Tony Kent (Editor)

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Paperback | 5 September 2012 | Edition Number 1

At a Glance

Paperback
242 Pages

Dimensions(cm)
21.7 x 15.6 x 1.1

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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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You Can Find This Book In

Non-Fiction Arts & Entertainment Design, Industrial & Commercial Arts, Illustration Miscellaneous Items Business & Management Sales & Marketing Public Relations

Introduction
Concepts of flagships
A classification approach to flagship stores
Emotion and identity in flagship design
Virtual flagships and sociable media
The flagship store: the luxury fashion retailing perspective
Flagship shopping centres
From dome to dome' - exploring cultural flagships and their contribution to achieving regeneration goals
A Cultural Quarter Flagship; The Museumsquartier, Vienna
The department store: the metropolitan flagship in national networks of fashion consumption
Wynn Las Vegas: a flagship destination resort
High-end 'factory outlets': new showcases of German carmakers
What is a flagship supermarket? An analysis of supermarket flagships in a design context
Virtual flagships
Afterword
Table of Contents provided by Publisher. All Rights Reserved.

Flagship Marketing

Concepts and places

At a Glance

Paperback

Shipping

How to return your order

Defective items

You Can Find This Book In

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