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001453506 001__ 1453506
001453506 003__ OCoLC
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001453506 019__ $$a1354208350
001453506 020__ $$a9783031073267$$q(electronic bk.)
001453506 020__ $$a3031073266$$q(electronic bk.)
001453506 020__ $$z9783031073250
001453506 020__ $$z3031073258
001453506 0247_ $$a10.1007/978-3-031-07326-7$$2doi
001453506 035__ $$aSP(OCoLC)1353733767
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001453506 049__ $$aISEA
001453506 050_4 $$aHD9940.A2
001453506 08204 $$a391.00688$$223/eng/20221229
001453506 24500 $$aFashion marketing in emerging economies.$$nVolume I,$$pBrand, consumer and sustainability perspectives /$$cFrederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah, editors.
001453506 24630 $$aBrand, consumer and sustainability perspectives
001453506 264_1 $$aCham :$$bPalgrave Macmillan,$$c[2023]
001453506 264_4 $$c©2023
001453506 300__ $$a1 online resource (xiii, 281 pages) :$$billustrations.
001453506 336__ $$atext$$btxt$$2rdacontent
001453506 337__ $$acomputer$$bc$$2rdamedia
001453506 338__ $$aonline resource$$bcr$$2rdacarrier
001453506 4901_ $$aPalgrave studies of marketing in emerging economies
001453506 500__ $$aIncludes index.
001453506 5050_ $$aINTRODUCTION -- 1. Fashion in Emerging Markets - Emerging Market Marketplace - The Fashion System -- THEME 1: BRAND MANAGEMENT AND MARKETING -- 2. Branding -- 3. Digital Marketing -- 4. Public Relations, Advertising & Communications -- THEME 2: CONSUMER ENGAGEMENT AND RESEARCH -- 5. Consumer Psychology & Neuromarketing -- 6 -- Data Science and Analytics in Marketing in New Role in Fashion -- 7. Research, Planning & Strategy -- 8. Trend Forecasting -- THEME 3: SUSTAINABLE DISTRIBUTION AND MARKETING -- 9. Sustainability and the Supply Chain -- 10. Events and Experiences -- 11. Distribution Channels -- CONCLUSION -- 12. The Future of Fashion Marketing. .
001453506 506__ $$aAccess limited to authorized users.
001453506 520__ $$aOver the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for womens mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chapters provide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others. This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry. Frederica Brooksworth is an academic, researcher and strategist and a lecturer at the London College of Fashion. Brooksworth is also the Director of the Fashion Education Group and Founder of the Council for International African Fashion Education. She specialises in business management, marketing and branding, professional development, EdTech and Curriculum development. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich. Emmanuels primary area of interest is ABCDE of Marketing Communications - Advertising, Branding, Communications, Digital and Ethics. He has authored and edited over ten books on branding, fashion marketing and higher education. Genevieve Bosah is a Senior Lecturer at the University of Hertfordshire, where she specialises in Public Relations, Media and Branding. Before coming to academia, she worked as a communications consultant for international organisations and national governmental agencies. She held public relations advisory roles and developed communication and stakeholder management strategies.
001453506 588__ $$aOnline resource; title from PDF title page (SpringerLink, viewed December 29, 2022).
001453506 650_0 $$aFashion merchandising.
001453506 655_0 $$aElectronic books.
001453506 7001_ $$aBrooksworth, Frederica,$$eeditor.
001453506 7001_ $$aMogaji, Emmanuel,$$eeditor.
001453506 7001_ $$aBosah, Genevieve,$$eeditor.
001453506 77608 $$iPrint version:$$z3031073258$$z9783031073250$$w(OCoLC)1313385545
001453506 830_0 $$aPalgrave studies of marketing in emerging economies.
001453506 852__ $$bebk
001453506 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-031-07326-7$$zOnline Access$$91397441.1
001453506 909CO $$ooai:library.usi.edu:1453506$$pGLOBAL_SET
001453506 980__ $$aBIB
001453506 980__ $$aEBOOK
001453506 982__ $$aEbook
001453506 983__ $$aOnline
001453506 994__ $$a92$$bISE