July 2023
Intermediate to advanced
206 pages
7h 27m
English
book
Contemporary Issues in Marketing and Consumer Behaviour, 3rd Edition
by Elizabeth Parsons, Pauline Maclaran, Andreas Chatzidakis, Rachel Ashman
Content preview from Contemporary Issues in Marketing and Consumer Behaviour, 3rd Edition
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9 MARKETING, SPACES AND PLACES
Space is normally taken-for-granted, treated as the static physical container where marketing and consumption activities take place. Marketing management approaches most often treat space as a logistical challenge, covered by the typical distribution concerns incorporated into the ‘P’ of place in the marketing mix. Hence, when the importance of space and place is acknowledged, the focus tends to be limited to store atmospherics and servicescape design. With an emphasis on sensory stimulation and store layout, such perspectives usually adopt information-processing models to look at stimuli input and their resultant consumer outputs in terms of emotional and behavioural responses. ...
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