The art of digital marketing for fas...
Ozuem, Wilson.

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  • The art of digital marketing for fashion and luxury brands = marketspaces and marketplaces /
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: The art of digital marketing for fashion and luxury brands/ edited by Wilson Ozuem, Silvia Ranfagni.
    其他題名: marketspaces and marketplaces /
    其他作者: Ozuem, Wilson.
    出版者: Cham :Springer International Publishing : : 2021.,
    面頁冊數: xliv, 447 p. :ill., digital ;24 cm.
    內容註: 1 the key drivers of perceived omnichannel service quality in fashion -- 2 omnichannel retailing and brand equity: a new balance to achieve -- 3 opinion leaders, short videos and virtual communities in the fashion industry -- 4 fashion bloggers: temperament and characteristics -- 5 online brand communities, customer participation and loyalty in the luxury fashion industry: strategic insights -- 6 maintaining a creative brand image in an omnichannel world -- 7 online brand communities and brand loyalty: toward a social influence theory -- 8 exploring the emergence of luxury smartphones and switching behavior -- 9 digital marketing in luxury fashion - from crisis to strength -- 10 The effect of social ewom on consumers' behaviour patterns in the fashion sector -- 11 Online service failure and recovery strategies: examining the influences of user-generated content -- 12 Building a sustainable brand image in luxury fashion companies -- 13 Becoming digital: the need to redesign competences and skills in the fashion industry -- 14 Luxury fashion in the chinese marketplace and the new online channels: an emerging perspective -- 15 managing online touchpoints for a consistent customer experience: cases from fashion retailing -- 16 leveraging ewom on service failure recovery strategy: an insight into the brand perspective -- 17 opera as luxury in culture: the marketing impact of digitalization.
    Contained By: Springer Nature eBook
    標題: Internet marketing. -
    電子資源: https://doi.org/10.1007/978-3-030-70324-0
    ISBN: 9783030703240
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W9403062 電子資源 11.線上閱覽_V 電子書 EB HF5415.1265 .A78 2021 一般使用(Normal) 在架 0
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