Erschienen: 05.01.2018 Abbildung von Warnaby / Shi | Pop-up Retailing | 1. Auflage | 2018 | beck-shop.de

Warnaby / Shi

Pop-up Retailing

Managerial and Strategic Perspectives

Buch. Softcover

1st ed. 2018. 2018

vii, 97 S. 3 s/w-Abbildungen, 13 Farbabbildungen, 13 Farbtabellen, Bibliographien

In englischer Sprache

Springer. ISBN 978-3-319-71373-1

Format (B x L): 15,5 x 23,5 cm

Gewicht: 177 g

Das Werk ist Teil der Reihe: SpringerBriefs in Business

Produktbeschreibung

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.

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