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Digital marketing strategies for fashion and luxury brands

Author: Wilson Ozuem; Yllka Azemi; IGI Global,
Publisher: Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global, [2018]
Series: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and luxury fashion brands. The advert of internet technologies along with its prototypical subsets are turning consumers to digital universe"--
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Genre/Form: Electronic books
Additional Physical Format: Print version:
(DLC) 2017008336
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Wilson Ozuem; Yllka Azemi; IGI Global,
ISBN: 9781522526988 1522526986
OCLC Number: 1008585938
Description: 1 online resource (24 PDFs (xxiii, 460 pages)).
Contents: Chapter 1. Designing indulgent interaction: luxury fashion, M-commerce, and {umlaut}Ubermensch --
Chapter 2. Gender fluidity in the age of technologically mediated environments: implications for fashion industry --
Chapter 3. Fast-fashion meets social networking users: implications for international marketing strategy --
Chapter 4. Organisational and marketing challenges in designing and implementing an omnichannel strategy for luxury fashion brands --
Chapter 5. Online service failure and recovery strategies in luxury brands: a view from justice theory --
Chapter 6. Digital marketing strategies for luxury cosmetics brands: Latin America's case --
Colombia --
Chapter 7. Omni-channel retailing and perceived service quality --
Chapter 8. "Exclusivity dared": impact of digital marketing on luxury fashion brands --
Chapter 9. Mirror, mirror @ the e-mall: on-line buying intent for luxury clothes and fashion innovativeness of gay males --
Chapter 10. The lux made in case study: building value on luxury digital districts --
Chapter 11. User-generated content and consumer purchase intentions in the cosmetic industry: social impact perspective --
Chapter 12. How to drive brand communication in virtual settings: an analytical approach based on digital data (consumer brand alignment and social engagement) --
Chapter 13. Developing compelling online recovery strategies: implications for the fashion clothing industry --
Chapter 14. Luxury product decision-making strategy: leveraging social media to create the emotional component of the strategy --
Chapter 15. Drivers, constraints, and consequences of consumer-brand engagement in the luxury fashion sector --
Chapter 16. Social identity matters: social media and brand perceptions in the fashion apparel and accessories industries.
Series Title: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
Responsibility: Wilson Ozuem and Yllka Azemi, editors.

Abstract:

Presents the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. This publication features  Read more...

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