Pop-up retailing
66,39 $
66,39 $ 66,39 $
Régulier: 66,39 $
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Livre numérique non disponible
Résumé
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.

Détails
Titre
Pop-up retailing
Prix
66,39 $
Sujet
Format Poche
Non
Langue
Français/French
Date de publication
2017-12-28
ISBN
9783319713748
Code Interne
2420750
Numéro de produit
2420750
Format numérique
pdf
Disponibilité
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Protection
Adobe DRM
Entrepôt Numérique
NUMILOG

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