Managing Retail Consumption

Looks at how retailing works and examines the narrative nature of retailing: how it can tell a story, and form a major element in the consideration of management of retail operations. This book also examines retail in its social context including examples and cases of numerous well known companies such as Tesco, Next and Galleries Lafayette. Managing Retail Consumption explores retailing primarily from the customer's viewpoint, as well as placing the subject in its wider social context. In this new book, Barry Davies and Philippa Ward give both the student and manager of retailing a unique perspective on consumption that balances marketing, management and the social sciences. Using this interdisciplinary approach, the authors consider the way retail spaces are both created and manipulated. They also explore the interplay between the retailer's provision and the consumer's ability to structure, manage and edit individual responses. FEATURES Includes concise histories of retail development and the birth and growth of consumer culture. Investigates retailing through the metaphor of drama, using the Servuction model as a framework. Illustrates retail practice with examples from many well-known international organizations, e.g. Aldi, Marks & Spencer, Mitsukoshi, Nordstrom and Wal-Mart. Managing Retail Consumption is written for those studying retailing at advanced undergraduate and postgraduate levels, as well as those actively manging the retail environment