The Art of Digital Marketing for Fashion and Luxury Brands
Marketspaces and Marketplaces
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.
Show moreAvailable, delivery time: 1-3 days
Only a few items left!
More info about condition
€69.65
Prices incl. VAT plus Shipping costs
14-day satisfaction guarantee
Order risk-free
Checked used goods
Individually checked
Product information "The Art of Digital Marketing for Fashion and Luxury Brands"
Login
Free shipping from €29
14-day return policy – no risk
Quality-checked used goods