Aguarde...

POP-UP RETAILING

MANAGERIAL AND STRATEGIC PERSPECTIVES


    de: R$ 145,49

    por: 

    R$ 130,99preço +cultura

    em até 4x de R$ 32,75 sem juros no cartão, ver mais opções

    Produto disponível em até 15min no aplicativo Kobo, após a confirmação  do pagamento!

    Sinopse

    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.

    Detalhes do Produto

      • Formato:  ePub
      • Subtítulo:  MANAGERIAL AND STRATEGIC PERSPECTIVES
      • Origem:  IMPORTADO
      • Editora: KOBO EDITIONS
      • Coleção:  SpringerBriefs in Business
      • Assunto: Administração
      • Idioma: INGLÊS
      • Ano de Edição: 2017
      • Ano:  2018
      • País de Produção: Canada
      • Código de Barras:  2001121026786
      • ISBN:  9783319713748

    Avaliação dos Consumidores

    ROLAR PARA O TOPO