Fashion Marketing in Emerging Economies Volume I
Brand, Consumer and Sustainability Perspectives
Series: Palgrave Studies of Marketing in Emerging Economies;
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Product details:
- Edition number 1st ed. 2023
- Publisher Springer International Publishing
- Date of Publication 7 December 2022
- Number of Volumes 1 pieces, Book
- ISBN 9783031073250
- Binding Hardback
- No. of pages281 pages
- Size 210x148 mm
- Weight 514 g
- Language English
- Illustrations XIII, 281 p. 31 illus. Illustrations, black & white 418
Categories
Long description:
Over 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 women’s 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, chaptersprovide 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.
MoreTable of Contents:
INTRODUCTION.- 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.
The Taxobook: History, Theories, and Concepts of Knowledge Organization, Part 1 of a 3-Part Series
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