Pop-up Retailing : Managerial and Strategic Perspectives / / by Gary Warnaby, Charlotte Shi

• Autore: Warnaby Gary
• Pubblicazione: Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018
• Edizione: 1st ed. 2018.
• Descrizione fisica: 1 online resource (VII, 97 p. 16 illus., 13 illus. in color.)
• Disciplina: 658.87
• Soggetto topico: Trade; Business; Commerce; Sales management; Customer relations—Management; Branding (Marketing); Sales/Distribution; Customer Relationship Management; Branding
• Persona (resp. second.): ShiCharlotte
• Nota di bibliografia: Includes bibliographical references.
• Sommario/riassunto: 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.
• Titolo autorizzato: Pop-up Retailing
• ISBN: 3-319-71374-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910298182203321
• Lo trovi qui: Univ. Federico II
• Serie: SpringerBriefs in Business, . 2191-5482