Pop-up Retailing Managerial and Strategic Perspectives /
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 ma...
Uloženo v:
| Hlavní autor: | |
|---|---|
| Médium: | Elektronický zdroj E-kniha |
| Jazyk: | angličtina |
| Vydáno: |
Cham :
Springer International Publishing,
2018.
|
| Vydání: | 1st ed. 2018. |
| Edice: | SpringerBriefs in Business,
|
| Témata: | |
| ISBN: | 9783319713748 |
| ISSN: | 2191-5482 |
| On-line přístup: |
|
| Tagy: |
Přidat tag
Žádné tagy, Buďte první, kdo vytvoří štítek k tomuto záznamu!
|
MARC
| LEADER | 00000nam a22000005i 4500 | ||
|---|---|---|---|
| 003 | SK-BrCVT | ||
| 005 | 20220618102013.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 171228s2018 gw | s |||| 0|eng d | ||
| 020 | |a 9783319713748 | ||
| 024 | 7 | |a 10.1007/978-3-319-71374-8 |2 doi | |
| 035 | |a CVTIDW12829 | ||
| 040 | |a Springer-Nature |b eng |c CVTISR |e AACR2 | ||
| 041 | |a eng | ||
| 100 | 1 | |a Warnaby, Gary. |4 aut | |
| 245 | 1 | 0 | |a Pop-up Retailing |h [electronic resource] : |b Managerial and Strategic Perspectives / |c by Gary Warnaby, Charlotte Shi. |
| 250 | |a 1st ed. 2018. | ||
| 260 | 1 | |a Cham : |b Springer International Publishing, |c 2018. | |
| 300 | |a VII, 97 p. 16 illus., 13 illus. in color. |b online resource. | ||
| 490 | 1 | |a SpringerBriefs in Business, |x 2191-5482 | |
| 500 | |a Business and Management | ||
| 516 | |a text file PDF | ||
| 520 | |a 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. | ||
| 650 | 0 | |a Trade. | |
| 650 | 0 | |a Business. | |
| 650 | 0 | |a Commerce. | |
| 650 | 0 | |a Sales management. | |
| 650 | 0 | |a Customer relations-Management. | |
| 650 | 0 | |a Branding (Marketing). | |
| 856 | 4 | 0 | |u http://hanproxy.cvtisr.sk/han/cvti-ebook-springer-eisbn-978-3-319-71374-8 |y Vzdialený prístup pre registrovaných používateľov |
| 910 | |b ZE10109 | ||
| 919 | |a 978-3-319-71374-8 | ||
| 974 | |a andrea.lebedova |f Elektronické zdroje | ||
| 992 | |a SUD | ||
| 999 | |c 238923 |d 238923 | ||