Die Erfolgspotentiale von Pop-Up-Stores: Modellentwicklung und empirische Überprüfung anhand von Erfolgsfaktoren (German Edition) Book PDF, ePub eBook

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Book Descriptions:
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, 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 primäre
Ziel, den Wert der Marke und ihr Image zu stärken. Dazu nutzen Pop-Up-Stores
dreidimensionale Marketingelemente und virale Marketing-Techniken und
erzeugen so bei den Besuchern das Gefühl von Exklusivität und Besonderheit.

Die Erfolgspotentiale von Pop-Up-Stores: Modellentwicklung und empirische Überprüfung anhand von Erfolgsfaktoren (German Edition) by Francesca Gursch

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