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

$15.00

Author Wilson Ozuem, Silvia Ranfagni
Edition 1
Edition Year 2021
Format PDF
ISBN 9783030703233
Language English
Number Of Pages 491
Publisher Palgrave Macmillan

Description

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.

Additional information

Author

Wilson Ozuem, Silvia Ranfagni

Edition

1

Edition Year

2021

Format

PDF

ISBN

9783030703233

Language

English

Number Of Pages

491

Publisher

Palgrave Macmillan

Reviews

There are no reviews yet.

Be the first to review “The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces (pdf)”

Your email address will not be published. Required fields are marked *