| Pop-Up Retailing: Managerial and Strategic Perspectives 2018 Edition Contributor(s): Warnaby, Gary (Author), Shi, Charlotte (Author) |
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ISBN: 3319713736 ISBN-13: 9783319713731 Publisher: Springer OUR PRICE: $56.99 Product Type: Paperback - Other Formats Published: January 2018 |
| Additional Information |
| BISAC Categories: - Business & Economics | Sales & Selling - General - Business & Economics | Customer Relations - Business & Economics | Marketing - General |
| Dewey: 381 |
| Series: SpringerBriefs in Business |
| Physical Information: 0.22" H x 6.14" W x 9.21" (0.36 lbs) 97 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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 key decision areas and activities incorporated in each of these stages are also outlined. |
