Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics
Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics

Author: Saiz-Alvarez, Jose Manuel

Publisher: IGI Global

Published: 2019-04-26

Total Pages: 465

ISBN-13: 1522589406

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Technological advances in the realm of business have attributed to the global interest of using digital innovations to increase consumer traffic. Utilizing these new techniques can increase the profitability of business industries and consumer analytic information for future reference. The Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics is a collection of research on social entrepreneurship as a critical element of economic growth with a look at the evolutionary aspects of digital technologies on the industry. While highlighting topics including social media, microfinance, and consumer behavior, this book is ideally designed for marketers, managers, professionals, academics, and graduate-level students concerned about the fields of economics, sociology, education, politics, and digital technology innovation.

The Art of Digital Marketing for Fashion and Luxury Brands
The Art of Digital Marketing for Fashion and Luxury Brands

Author: Wilson Ozuem

Publisher: Springer Nature

Published: 2021-07-17

Total Pages: 471

ISBN-13: 303070324X

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This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. 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.

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies
Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Author: Hernández-Santaolalla, Víctor

Publisher: IGI Global

Published: 2020-04-24

Total Pages: 457

ISBN-13: 1799831205

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As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry
Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry

Author: Margalina, Vasilica-Maria

Publisher: IGI Global

Published: 2019-12-27

Total Pages: 427

ISBN-13: 1799818616

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Numerous clothing industries face highly dynamic environments, and growth in this environment depends upon both external and internal factors. External factors are represented by aggressive competition and volatile product demand. Internally, the industry must face an increasingly shorter life cycle of the product and the need to innovate both product and organizational development. The competitive advantage of the industry lies in its ability to design a value-creating system based on the management of both external and internal relationships. The successful management of these relationships relies not only on successful customer relationship management but also on effective product supply and demand upkeep. Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry provides emerging research exploring relevant theoretical frameworks and the latest empirical research underlining the complexity of management applications within the textile industry. Featuring coverage on a broad range of topics such as consumer relationships, cultural identity, and organizational culture, this book is ideally designed for researchers, academicians, professionals, and students working in various disciplines including management, industrial organization, organizational behavior, human resource management, decision science, design science, and information and communication. Moreover, the book will provide insights and support executives and managers of the textile and apparel industry concerned with the ethic design, contamination, and the management relationships with workers, customers, suppliers, the community, and organizational development.

Advanced Digital Marketing Strategies in a Data-Driven Era
Advanced Digital Marketing Strategies in a Data-Driven Era

Author: Saura, Jose Ramon

Publisher: IGI Global

Published: 2021-06-25

Total Pages: 342

ISBN-13: 1799880052

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In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

Digital Transformation for Fashion and Luxury Brands
Digital Transformation for Fashion and Luxury Brands

Author: Wilson Ozuem

Publisher: Springer Nature

Published: 2024

Total Pages: 510

ISBN-13: 303135589X

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Zusammenfassung: This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Wilson Ozuem teaches and supervises research projects in a number of UK universities, including Anglia Ruskin University, City University of London, Warwick University, University of Birmingham and the University of Cumbria. His specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, and many others. Silvia Ranfagni is Associate Professor of Marketing at the Department of Economics and Management at the University of Florence, Italy. Her research interests include innovation, internationalization, and brand management with special reference to the fashion and cultural industry. She has participated in international marketing conferences and has published in national and international journals such as Journal of Fashion Marketing and Management, Management Decision, European Journal of Marketing, Journal of Business Research, and Journal of Interactive Marketing. Michelle Willis is a lecturer of digital marketing at London Metropolitan University. Her doctorate is focused on customer loyalty and engagement within online brand communities. Her research lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes. Several of her articles have been published in the journals Psychology & Marketing, Information Technology & People and Qualitative Market Research, and were presented at the American Marketing Association conference and the European Marketing Academy conference. Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com

Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports
Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2020-11-27

Total Pages: 1008

ISBN-13: 1799877523

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From issues of racism to the severity of concussions to celebrity endorsements, the sports industry continues to significantly impact society. With the rise of eSports and its projection as the next billion dollar industry, it is vital that a multifaceted approach to sports research be undertaken. On one side, businesses are continually offering new methods for marketing and branding and finding the best ways to enhance consumer engagement and the consumer experience. On the other side, there has been progress and new findings in the physical fitness and training of the athletes themselves along with discussions on their psychology and wellbeing. This two-tiered approach to analyzing sports and eSports from a practical business perspective, along with a lens placed on the athletes themselves, provides a comprehensive view of the current advancements, technologies, and strategies within various aspects of the sports and esports industry. Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports covers the latest findings on all factors of sports: the branding and marketing of sports and eSports, studies on athletes and consumers, a dive into the ethics of sports, and the introduction of eSports to the industry. This wide coverage of all fields of research recently conducted leads this book to be a well-rounded view of how sports are functioning in modern times. Highlighted topics include branding tactics, consumer engagement, eSports history and technologies, ethics and law, and psychological studies of athlete wellness. This book is ideal for sports managers, athletes, trainers, marketers, brand managers, advertisers, practitioners, stakeholders, researchers, academicians, and students interested working in the fields of sports medicine, law, physical education, assistive technologies, marketing, consumer behavior, and psychology.

Moda unisex y la deconstrucción del género: un manifiesto por la libertad de expresión
Moda unisex y la deconstrucción del género: un manifiesto por la libertad de expresión

Author: MAX EDITORIAL

Publisher: Max Editorial

Published: 2024-05-29

Total Pages: 69

ISBN-13: 1779714629

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La moda, como expresión cultural, siempre ha estado ligada a la construcción de identidades, incluida la de género. A lo largo de la historia, la ropa y los complementos se han utilizado para diferenciar a hombres y mujeres, reforzando estereotipos y limitando la libertad de expresión individual. Sin embargo, en las últimas décadas ha surgido un movimiento que desafía esta lógica binaria: la moda unisex. El auge de la moda unisex Las raíces de la moda unisex se pueden encontrar en los movimientos sociales y culturales del siglo XX, como el feminismo y la contracultura. La búsqueda de la igualdad de derechos entre hombres y mujeres, combinada con el desafío de las normas sociales tradicionales, impulsó la experimentación con prendas que trascendían el género. Deconstruyendo el binario de género La moda unisex va más allá de la simple estética. Representa una crítica a la rigidez de las normas de género y a la idea de que la ropa está definida por un sexo específico. Al desafiar esta dicotomía, la moda unisex abre un espacio para la libre expresión de la identidad individual, independientemente de las etiquetas predefinidas. Demostraciones de moda unisex La moda unisex se manifiesta de diversas formas, desde piezas clásicas reinterpretadas en estilos neutros hasta diseños innovadores que trascienden las categorías de género. Cualquier persona puede usar faldas, pantalones, camisas, vestidos, chaquetas y complementos, independientemente de su identidad de género. Impacto social y cultural La moda unisex contribuye a construir una sociedad más tolerante y diversa. Al desafiar los estereotipos y promover la inclusión, desafía el status quo y abre un espacio para la expresión individual auténtica. La moda unisex también impacta en la industria textil, fomentando la creación de colecciones más fluidas y democráticas. Pioneros e influyentes Varios artistas, celebridades y marcas de moda se han destacado como agentes de transformación en la deconstrucción del género a través de la moda. Figuras como David Bowie, Boy George, Tilda Swinton , Jaden Smith, Zendaya y marcas como Thom Browne, Hood por Air , EckhausLatta y Marni son ejemplos de ser pioneros e influir en este movimiento. El futuro de la moda unisex La moda unisex es un movimiento en constante evolución, con el potencial de revolucionar la forma en que vestimos y expresamos nuestra identidad. El futuro de la moda se perfila como un espacio cada vez más inclusivo, donde la fluidez de género y la libertad de expresión individual serán los pilares de una estética innovadora y auténtica. La moda unisex es más que una tendencia pasajera. Representa un movimiento social que desafía las normas tradicionales y promueve la construcción de una sociedad más justa e igualitaria. Al deconstruir el binario de género y abrir espacio para la libre expresión de la identidad individual, la moda unisex se convierte en un manifiesto de la libertad de ser quien eres. Aprenda mucho más...

The Fashion Business
The Fashion Business

Author: Dario Golizia

Publisher: Routledge

Published: 2021-07-18

Total Pages: 291

ISBN-13: 1000408906

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This book provides a clear understanding of the different business strategies and models across all markets of the fashion industry. Providing a holistic and practical approach to strategic fashion management and marketing, the book covers brand image, supply chain, communication, price point and social media. Based on examples from international organisations – including Off-White, Nike and Zara, as well as leading luxury brands – the author identifies 13 core market sectors and explores the strategies applied in each: from creativity to their supply chain and sustainability, from segmentation strategy to brand policies and from pricing to distribution. Each chapter includes features to aid student learning, including interviews with a wide range of experts from across the industry as well as student activities and reflection points. Theoretically grounded yet practical in its approach, this is important reading for advanced undergraduate and postgraduate students of Strategic Fashion Management, Fashion Marketing and Communications, Fashion Merchandising and Luxury Fashion.