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Opis

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 managerial approach, it explores the use of pop-up retailing as a means of facilitating strategic growth by retail brands. In addition, it draws on theory from retail store environments and atmospherics, customer experience management and event management to provide an in-depth academic analysis of the planning and implementation issues arising from the inherent ephemerality of pop-up activities to achieve the strategic objectives of retail brands. The authors provide an overview of the entire pop-up lifecycle using an organizational schema that is split into four sequential stages: strategic objectives, pre-pop-up, actual pop-up experience, and the post pop-up stage. The key decision areas and activities incorporated in each of these stages are also outlined.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Industry & industrial studies Distributive industries

• Pełny tytuł: Pop-up Retailing
• Podtytuł: Managerial and Strategic Perspectives
• Autor: Gary Warnaby, Charlotte Shi
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 97
• EAN: 9783319713731
• ISBN: 3319713736
• ID: 18346310
• Wydawca: Springer International Publishing AG
• Waga: 194 g
• Wymiary: 259 × 242 × 8 mm
• Data wydania: 05. January 2018

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