Pop-up Retailing : Managerial and Strategic Perspectives EPUB
by Gary Warnaby, Charlotte Shi
Part of the SpringerBriefs in Business series
EPUB
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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.
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- Format:EPUB
- Publisher:Springer International Publishing
- Publication Date:28/12/2017
- Category:
- ISBN:9783319713748
Information
-
Download Now
- Format:EPUB
- Publisher:Springer International Publishing
- Publication Date:28/12/2017
- Category:
- ISBN:9783319713748