| 书目名称 | Pop-up Retailing | | 副标题 | Managerial and Strat | | 编辑 | Gary Warnaby,Charlotte Shi | | 视频video | http://file.papertrans.cn/752/751462/751462.mp4 | | 概述 | Introduces and analyzes the pop-up retailing concept and its lifecycle.Helps understand the key strategic objectives surrounding pop-up retailing.Sketches the classifcation, planning, and implementati | | 丛书名称 | SpringerBriefs in Business | | 图书封面 |  | | 描述 | 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.. | | 出版日期 | Book 2018 | | 关键词 | Pop-up stores; Direct customer-brand interaction; Experiential in-store environment; Retailing premises | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-319-71374-8 | | isbn_softcover | 978-3-319-71373-1 | | isbn_ebook | 978-3-319-71374-8Series ISSN 2191-5482 Series E-ISSN 2191-5490 | | issn_series | 2191-5482 | | copyright | The Author(s) 2018 |
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