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Pop-up Retailing = Managerial and Strategic Perspectives /

紀錄類型:	書目-語言資料,印刷品 : 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.
面頁冊數:	VII, 97 p. 16 illus., 13 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Customer Relationship Management. -
電子資源:	https://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. - 1st ed. 2018. - VII, 97 p. 16 illus., 13 illus. in color.online resource. - 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:

995421
Customer Relationship Management.

LC Class. No.: HF5001-6182.2

Dewey Class. No.: 381

Pop-up Retailing = Managerial and Strategic Perspectives /
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