Gary Warnaby

The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors' research.

The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors' research.

Taking a multi-disciplinary perspective, this book analyses how places are represented in marketing and branding activities. In an increasingly competitive global contest to attract business investment, residents, and tourist visitors, the authors offer a critical evaluation of the different approaches adopted to represent places at various spatial scales. The book identifies consequent issues relating to the control, consistency, and clarity of place representation by synthesising the potential scope and breadth of such activities in a detailed and accessible way. Using a variety of case studies, Dominic Medway and Gary Warnaby consider the different symbolic forms which can be used for place representation including the toponym (i.e., the place name), flag, map, and icon. From a more managerial perspective they also discuss how places are represented via logos, experience, and the use of immersive technologies. Forward looking, Place Marketing and Branding examines current applications of emerging technologies and how these will be used in the future. This insightful book is an excellent resource for academics and researchers in a variety of fields including business and management, marketing, geography, urban studies and tourism, and place management. Practitioners in branding agencies, local public administration, and economic development will also find this book’s content informative and instructive.

Much city marketing and branding activity is future-oriented; aimed at achieving a forward-looking vision for places. The aim of this activity is to attract visitors, residents and/or inward investment, and focus on communicating attractive place attributes to create a differentiated spatial ‘product’ that will appeal to particular target audiences. In seeking to achieve this, place marketing campaigns have been criticized for emphasizing generic attributes, such as accessibility, infrastructure and a skilled workforce—which can serve to homogenize places which in reality are very different. However, a city’s distinctive character is a consequence of its history and development over time, and this book analyses the role of these temporal dimensions in place marketing and branding. The book analyses how the past—both material (i.e. the historic built environment) and intangible (i.e. routines, practices and the ‘character’ of the populace)—is appropriated, in order to ‘sell’ the city into the future. It acknowledges the inherent selectivity involved and discusses the factors influencing what is remembered from the past—and equally importantly, what is forgotten. Adopting a range of theoretical approaches to understanding temporality in this context, the book will appeal to advanced students, academic researchers and reflexive place branding practitioners by introducing a ‘temporal paradox’ incorporating both fixity (the material and immaterial elements of the city’s past) and fluidity (relating to the creation of the place product as a dynamic assemblage of individual elements and attributes aimed at particular target audiences).

Much city marketing and branding activity is future-oriented; aimed at achieving a forward-looking vision for places. The aim of this activity is to attract visitors, residents and/or inward investment, and focus on communicating attractive place attributes to create a differentiated spatial ‘product’ that will appeal to particular target audiences. In seeking to achieve this, place marketing campaigns have been criticized for emphasizing generic attributes, such as accessibility, infrastructure and a skilled workforce—which can serve to homogenize places which in reality are very different. However, a city’s distinctive character is a consequence of its history and development over time, and this book analyses the role of these temporal dimensions in place marketing and branding. The book analyses how the past—both material (i.e. the historic built environment) and intangible (i.e. routines, practices and the ‘character’ of the populace)—is appropriated, in order to ‘sell’ the city into the future. It acknowledges the inherent selectivity involved and discusses the factors influencing what is remembered from the past—and equally importantly, what is forgotten. Adopting a range of theoretical approaches to understanding temporality in this context, the book will appeal to advanced students, academic researchers and reflexive place branding practitioners by introducing a ‘temporal paradox’ incorporating both fixity (the material and immaterial elements of the city’s past) and fluidity (relating to the creation of the place product as a dynamic assemblage of individual elements and attributes aimed at particular target audiences).

This SpringerBrief offers an academic perspective on the trend of ‘pop-up’ retailing. It analyzes this temporary retail-oriented setting designed to foster a direct customer-brand interaction for a limited period, often with an explicitly promotional or communicative purpose. Adopting a managerial approach, it explores the use of pop-up retailing as a means of facilitating strategic growth by retail brands. In addition, it draws on theory from retail store environments and atmospherics, customer experience management and event management to provide an in-depth academic analysis of the planning and implementation issues arising from the inherent ephemerality of pop-up activities to achieve the strategic objectives of retail brands. The authors provide an overview of the entire pop-up lifecycle using an organizational schema that is split into four sequential stages: strategic objectives, pre-pop-up, actual pop-up experience, and the post pop-up stage. The keydecision areas and activities incorporated in each of these stages are also outlined.

Unsettled times can arise from a variety of causes, including ones that are environmental, climatic, economic, social or political in nature. They can result in citizens' loss of homes and possessions, jobs, health or mobility. Citizens move from above the level of consumption adequacy, where their behaviors reflect long-term and higher-order needs, to below the level of consumption adequacy, where they are forced into a short-term focus on simple existence. In parallel, services provided by various organizations - utilities, transportation, medical, maintenance, housing, education, broadcasting, national state and local governments - may become ineffective or unavailable under such conditions. This book explores the effect of unsettled times on spatial service systems. It describes the scope and breadth of the problem as well as providing solutions by offering original insights from managers of service organizations (especially public services), policy-makers and service system researchers and students. The book briefly introduces the related concepts of consumption adequacy and spatial service systems. The impact of these issues for spatial service systems is analyzed, implications discussed, the lessons to be learned and conclusions will be drawn on the actions needed to build spatial service system resilience for future occurrences. The potential for this book is interdisciplinary, and could be relevant not only for business/management courses, but also in the areas of public administration and also economic geography.

The practice and study of public relations has grown significantly within Europe over the past decade, yet as a discipline, it remains a relatively unexplored field. This volume of papers brings together contributions from some of the leading international public relations academics and practitioners who provide valuable insights into the theories underpinning current public relations thinking and practice, and illustrate the diversity of perspectives that characterize this evolving area. Key issues discussed include:-* the contribution of public relations to strategic management in organizations* the feminization of public relations * the function of rhetorical study in our understanding of modern corporate dialogue* international perspectives of public relations. A valuable aid to both students and practitioners, this fascinating book challenges some of the traditional assumptions about public relations practice.

The practice and study of public relations has grown significantly within Europe over the past decade, yet as a discipline, it remains a relatively unexplored field. This volume of papers brings together contributions from some of the leading international public relations academics and practitioners who provide valuable insights into the theories underpinning current public relations thinking and practice, and illustrate the diversity of perspectives that characterize this evolving area. Key issues discussed include:-* the contribution of public relations to strategic management in organizations* the feminization of public relations * the function of rhetorical study in our understanding of modern corporate dialogue* international perspectives of public relations. A valuable aid to both students and practitioners, this fascinating book challenges some of the traditional assumptions about public relations practice.