- 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.
PART 1 INTRODUCTION AND CONTEXT : THE ROLE AND HISTORY OF RETAIL CONSUMPTION
The Birth of Modern Consumption
Consumption, Signs and Symbols
PART 2 MANAGEMENT OF THE ARENA OF RETAIL CONSUMPTION
A Dramaturgical View–Elements of the Drama: A Question of Perspective
The Servuction Model and its Extensions
The Physical Environment
Atmosphere and Image
The Social Dimension
The Temporal Dimension
Customers′ Psychological State
PART 3 THE RETAIL ENTERPRISE IN CONTEXT
The Strategic Context
Service Characteristics and Context
The Locational Context
The Social and Ecological Context
PART 4 THE RETAIL FUTURE
Conclusions and Prognosis