Téléchargez le livre : Pop-up Retailing

Pop-up Retailing

Managerial and Strategic Perspectives de

,

Éditeur :

Springer


Collection :

SpringerBriefs in Business

Paru le : 2017-12-28

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Description
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 keydecision areas and activities incorporated in each of these stages are also outlined.
Pages
97 pages
Collection
SpringerBriefs in Business
Parution
2017-12-28
Marque
Springer
EAN papier
9783319713731
EAN PDF
9783319713748
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
9
Taille du fichier
2734 Ko
Prix
58,01 €

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