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- Tác giả: Gary Warnaby
- Thông tin XB: Switzerland: Springer, 2018
- Mô tả vật lý: vii, 97 p.
- Tóm tắt: 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 ...
- Từ khóa: Customer Relationship; Management; Branding; Trade; Sales/Distribution; Marketing thương mại; NTSE433
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