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Pop-up retailing = managerial and st...

Warnaby, Gary.

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Pop-up retailing = managerial and strategic perspectives /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Pop-up retailing/ by Gary Warnaby, Charlotte Shi.
其他題名:	managerial and strategic perspectives /
作者:	Warnaby, Gary.
其他作者:	Shi, Charlotte.
出版者:	Cham :Springer International Publishing : : 2018.,
面頁冊數:	vii, 97 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Retail trade - Seasonal variations. -
電子資源:	http://dx.doi.org/10.1007/978-3-319-71374-8
ISBN:	9783319713748

Pop-up retailing = managerial and strategic perspectives /
Warnaby, Gary.

Pop-up retailingmanagerial and strategic perspectives /[electronic resource] :by Gary Warnaby, Charlotte Shi. - Cham :Springer International Publishing :2018. - vii, 97 p. :ill., digital ;24 cm. - SpringerBriefs in business,2191-5482. - SpringerBriefs in business..

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.

ISBN: 9783319713748

Standard No.: 10.1007/978-3-319-71374-8doiSubjects--Topical Terms:

3299428
Retail trade
--Seasonal variations.

LC Class. No.: HF5429

Dewey Class. No.: 658.87

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