Front Cover -- Case Studies in Food Retailing and Distribution -- Copyright Page -- Contents -- Contributor biographies -- Series Preface -- The changing nature of food retailing and distribution: Using one case to understand many -- References -- 1 Community building strategies of independent...

Introducing naming rights sponsorship -- Why do brands buy naming rights? -- Activating naming rights sponsorships -- Fan reactions to naming rights sponsorship -- Selecting a naming rights partner -- The future of naming rights sponsorship in sport.

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...

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical...

The relationship between a market and a consumer is complex. Far from simply being an exchange of services, there is an often complex transaction of feeling, meaning and experience. This book explores the factors of relationship marketing in its contemporary context