Managing Retail Consumption locates retailing in its social context and develops the position that retailing can be regarded as a site of consumption, identity creation and pleasure. It develops a consumption perspective, which provides a balanced approach between management and the social sciences. The consumption perspective considers the way retail sites are created or manipulated with a view to understanding the interplay between the provider's requirements and the consumer's ability to manage, structure and edit their repertoire of responses.
About the Author
Barry Davies and Philippa Ward are both of Cheltenham & Gloucester College of Higher Education, UK.
Features
Looks a how retailing works and examines the narrative nature of retailing: how it can tell a story, be playful, and form a major element in the consideration of the management of retail operations.
Examines retailing in its social context including examples and cases of numerous well-known companies, eg, Tesco, Next and Galleries Lafayette.
