Overview
- Introduces and analyzes the pop-up retailing concept and its lifecycle
- Helps understand the key strategic objectives surrounding pop-up retailing
- Sketches the classifcation, planning, and implementation in a managerial context
Part of the book series: SpringerBriefs in Business (BRIEFSBUSINESS)
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Table of contents (11 chapters)
Keywords
About this book
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.
Authors and Affiliations
About the authors
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.
Bibliographic Information
Book Title: Pop-up Retailing
Book Subtitle: Managerial and Strategic Perspectives
Authors: Gary Warnaby, Charlotte Shi
Series Title: SpringerBriefs in Business
DOI: https://doi.org/10.1007/978-3-319-71374-8
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Author(s) 2018
Softcover ISBN: 978-3-319-71373-1Published: 05 January 2018
eBook ISBN: 978-3-319-71374-8Published: 28 December 2017
Series ISSN: 2191-5482
Series E-ISSN: 2191-5490
Edition Number: 1
Number of Pages: VII, 97
Number of Illustrations: 3 b/w illustrations, 13 illustrations in colour
Topics: Trade, Sales/Distribution, Customer Relationship Management, Branding