Pop-Up Retailing: Managerial and Strategic Perspectives by Warnaby, Gary

Pop-Up Retailing: Managerial and Strategic Perspectives (Paperback) (ISBN-13: 9783319713731)

Vendor: Gary Warnaby
Product type: Books
Format: Paperback
$59.99
$59.99
$59.99
Subtotal: $59.99
Pop-Up Retailing: Managerial and Strategic Perspectives by Warnaby, Gary

Pop-Up Retailing: Managerial and Strategic Perspectives

$59.99
Pop-Up Retailing: Managerial and Strategic Perspectives by Warnaby, Gary

Pop-Up Retailing: Managerial and Strategic Perspectives

$59.99
Format: Paperback
Description
Description
x
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: Gary Warnaby,Charlotte Shi
ISBN-10: 3319713736
ISBN-13: 9783319713731
Publisher: Springer
Language: English
Published: 01/05/2018
Pages: 97
Format: Paperback
Weight: 0.36lbs
Size: 9.21h x 6.14w x 0.22d
By Gary Warnaby
By Gary Warnaby
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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.

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