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Pop-up Retailing : Managerial and Strategic Perspectives. G.ワナビー他著 ポップ・アップ小売
・ISBN 978-3-319-71373-1 paper EUR 54.99
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| 著者・編者 | Warnaby, Gary / Shi, C., |
|---|---|
| シリーズ | SpringerBriefs in Business |
| 出版社 | (Springer, GW) |
| 出版年月 | 2018 |
| ページ数 | 97 pp. |
| 言語 | ENG |
| ニュース番号 | ＜643-944 643-P1877＞ |
解説
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.
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.