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Connecting Customers with Brands in the Phygital Age

Offering a critical approach to digital marketing strategies, this innovative book introduces the ‘phygital’, a new ecosystem that creates a continuum between physical and digital settings to aid the design of successful customer experiences. Combining theory with practical case studies, it provides a timely prediction of the evolution of customer experience and effective means of brand communication in an increasingly phygital era.

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Monograph Book
Providing new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts.
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Monograph Book
Theory, Practice and Ethical Implications
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
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Handbook
Identity and Image
This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.
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Monograph Book