The Art of Digital Marketing for Fashion and Luxury Brands
Wilson Ozuem, Silvia Ranfagni
Informasi Umum
Kode
21.21.2325
Klasifikasi
658.872 - Telemarketing, Direct marketing, Direct-mail marketing, Direct selling, Multilevel marketing, Pyramid marketing, Television selling, Catalog, Online, Telephone-order marketing
Jenis
Buku - Elektronik (E-Book)
Subjek
Online Marketing
No. Rak
Dilihat
200 kali
Informasi Lainnya
Abstraksi
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.
- DMI1E3 - DESAIN DAN BISNIS
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Wilson Ozuem, Silvia Ranfagni |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Palgrave Macmillan |
| Kota | Switzerland |
| Tahun | 2021 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
