Name: The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces (en Inglés)
Price: 212.11 USD
Availability: InStock
Author: Ozuem, Wilson ; Ranfagni, Silvia
ISBN: 9783030703233

portada The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces (en Inglés)

Formato

Libro Físico

Ilustrado por

Wilson Ozuem

Silvia Ranfagni

Editorial

Palgrave MacMillan

Autor

Ozuem, Wilson ; Ranfagni, Silvia

Idioma

Inglés

N° páginas

447

Encuadernación

Tapa Dura

Dimensiones

21.0 x 14.8 x 2.7 cm

Peso

0.73 kg.

ISBN13

9783030703233

Categorías

Marketing

The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces (en Inglés)

Wilson Ozuem (Ilustrado por) · Silvia Ranfagni (Ilustrado por) · Palgrave MacMillan · Tapa Dura

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Reseña del libro "The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces (en Inglés)"

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer's purchase and post-purchase trajectories.The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers' engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.