Digital marketing strategies for fas...
Ozuem, Wilson, (1974-)

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  • Digital marketing strategies for fashion and luxury brands
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: Digital marketing strategies for fashion and luxury brands/ Wilson Ozuem and Yllka Azemi, editors.
    其他作者: Ozuem, Wilson,
    出版者: Hershey, Pennsylvania :IGI Global, : [2018],
    面頁冊數: 1 online resource (xxiii, 460 p.)
    內容註: 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.
    標題: Fashion merchandising. -
    電子資源: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2697-1
    ISBN: 9781522526988 (ebook)
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W9344574 電子資源 11.線上閱覽_V 電子書 EB HD9940.A2 D54 2018e 一般使用(Normal) 在架 0
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