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Erfolgspotentiale von Pop-Up-Stores

Modellentwicklung und empirische UEberprufung anhand von Erfolgsfaktoren

Language GermanGerman
Book Paperback
Book Erfolgspotentiale von Pop-Up-Stores Francesca Gursch
Libristo code: 02118240
Publishers Grin Publishing, September 2013
Bachelorarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung,... Full description
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Bachelorarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, SRH Hochschule Berlin (früher OTA), Sprache: Deutsch, Anmerkungen: Auszeichnung als beste Bachelorabsolventin des Jahrgangs , Abstract: Die vorliegende Bachelorarbeit befasst sich mit der Erfolgsforschung des Phänomens Pop-Up-Store. Dabei werden acht Erfolgsfaktoren herausgearbeitet, aus diesen ein Modell entwickelt, um ex-ante die Erfolgsaussichten eines Pop-Up-Stores zu bestimmen und dieses Modell schließlich empirisch überprüft.Ein Pop-Up-Store (engl. to pop up = plötzlich auftauchen) ist die kurzzeitige, temporär begrenzte Darstellung einer Marke an einem bestimmten Standort unter dem Einsatz interaktiver und erlebnisorientierter Marketinginstrumente.Pop-Up-Stores sind Teil des Guerilla Marketings und haben meist das primäreZiel, den Wert der Marke und ihr Image zu stärken. Dazu nutzen Pop-Up-Storesdreidimensionale Marketingelemente und virale Marketing-Techniken underzeugen so bei den Besuchern das Gefühl von Exklusivität und Besonderheit.

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About the book

Full name Erfolgspotentiale von Pop-Up-Stores
Author Francesca Gursch
Language German
Binding Book - Paperback
Date of issue 2013
Number of pages 112
EAN 9783656497295
ISBN 365649729X
Libristo code 02118240
Publishers Grin Publishing
Weight 154
Dimensions 148 x 210 x 7

Categories

Reference, Information & Interdisciplinary subjects > Interdisciplinary studies > Communication studies
Economics, Finance, Business & Management > Business & Management > Sales & marketing
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