Pop-up Retailing

Name: Pop-up Retailing
SKU: 27258335
Price: 163.00 NZD
Availability: InStock

Managerial and Strategic Perspectives

By:

Format:

Paperback / softback

Series:

Springerbriefs in Business

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Description

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.

Author Biography:

Gary Warnaby is Professor of Retailing and Marketing, based in the Institute of Place Management at Manchester Metropolitan University. His research interests focus on the marketing of places and retailing. He is co-author of Relationship Marketing: A Consumer Experience Approach (Sage, 2010), co-editor of Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions (Springer, 2015), and has contributed to numerous edited books. Charlotte Shi is Lecturer in Fashion Marketing and Branding, based in the School of Art and Design at Nottingham Trent University. Her research is centered on the interdisciplinary approach to marketing and retailing, focusing on the temporal dimensions of retailing. She has published in the Journal of Global Fashion Marketing and contributed to well-known Design and Branding conferences.

Release date NZ

January 5th, 2018

Author

Audience

Professional & Vocational

Edition

1st ed. 2018

Illustrations

13 Illustrations, color; 3 Illustrations, black and white; VII, 97 p. 16 illus., 13 illus. in color.

Pages

Series

Springerbriefs in Business

ISBN-13

9783319713731

Product ID

27258335

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