Pop-up Retailing

Managerial and Strategic Perspectives

Gary Warnaby, Charlotte Shi (Autoren)

Buch | Softcover

VII, 97 Seiten

2018 | 1st ed. 2018
Springer International Publishing (Verlag)
9783319713731 (ISBN)

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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.

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.

Erscheinungsdatum	19.01.2018
Reihe/Serie	SpringerBriefs in Business
Zusatzinfo	VII, 97 p. 16 illus., 13 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Gewicht	177 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Volkswirtschaftslehre
Schlagworte	Creating brand communities • Customer communication innovation • Customer Experience Management • Direct customer-brand interaction • Experiential in-store environment • Pop-up Stores • Promotional campaigns • Retailing location • Retailing premises
ISBN-13	9783319713731 / 9783319713731
Zustand	Neuware