This book can be integrated in any marketing course or serve as a reference for a standalone course about its two themes: retail space design, and its service offerings. It covers a wide variety of challenges faced by retailers while emphasizing customer experience and associated consumer behaviors. It proposes models for understanding the intricate relationship between design, architecture, consumer behaviors (both good and bad), and shopping experience. Presented in an engaging and accessible style, it contains theory and actionable managerial recommendations that are anchored in today's reality. It is enriched with numerous testimonials from managers and academics to support its content and reinforce its applicability. Whether you're a student seeking to grasp fundamental concepts or a seasoned professional aiming to refine strategies, this book is poised to elevate your understanding and proficiency in the realm of retail marketing and design.
Olivier Mesly is Professor of Marketing at ICN Business School in France. His qualifications are: HDR (University of Lorraine, France); postdoctoral internship (HEC Montreal, Canada); DBA in Marketing (University of Sherbrooke, Canada); MBA in Agri-Food Marketing (University of Guelph, Canada); and a BA in Japanese Studies with distinction and a diploma in public relations (McGill University, Canada). Olivier teaches a wide variety of courses in three languages: French, English, and Spanish. He has worked for many years as a manager of international markets, including for Mitsubishi.Christophe Réthoré is Head of the Marketing Department at ICN Business School Nancy Paris Berlin. He holds a degree in business administration from ESSCA School of Management (Angers, France), an MBA from Auburn University (USA) and a PhD in linguistics from UBFC (France). In 2000, he co-published the Analytical Dictionary of Retailing. Christophe worked for several years in a Canadian marketing research agency, as Director of Operations and Director of Multilingual and Qualitative Research. His core areas of research include market research, strategic marketing, retailing, discourse of advertising, sports marketing, artificial intelligence in marketing, and statistical linguistics.
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