Pop-up Retailing Managerial and Strategic Perspectives /

• Main Authors: Warnaby, Gary (Author, http://id.loc.gov/vocabulary/relators/aut), Shi, Charlotte (http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2018.
• Edition: 1st ed. 2018.
• Series: SpringerBriefs in Business,
• Subjects: Trade.; Business.; Commerce.; Sales management.; Customer relations-Management.; Branding (Marketing).; Sales/Distribution.; Customer Relationship Management.; Branding.

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 ma...