{"product_id":"9783030703233","title":"The Art of Digital Marketing for Fashion and Luxury Brands Marketspaces and Marketplaces","description":"\u003ch1\u003eThe Art of Digital Marketing for Fashion and Luxury Brands\u003c\/h1\u003e\u003ch2\u003eMarketspaces and Marketplaces\u003c\/h2\u003e\u003ch3\u003eWilson Ozuem | Silvia Ranfagni\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eThis 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.\u003cp\u003eThe 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.\u003c\/p\u003e\r\n\r\n\u003cp\u003eAn 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.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e\n\u003cdiv\u003e\u003cp\u003e\u003cb\u003eWilson Ozuem\u003c\/b\u003e teaches and supervises research projects in a number of UK universities, including City, University of London, Warwick University, University of Birmingham and the University of Cumbria. His general area of expertise lies in digital marketing and fashion marketing. 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, Information Technology \u0026amp; People, Psychology \u0026amp; Marketing, and many others.\u003c\/p\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cb\u003eSilvia Ranfagni \u003c\/b\u003eis 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 Consumer Behaviour, Journal of Business Research, and Journal of Interactive Marketing\u003cbr\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e18 July 2021\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eSpringer International Publishing\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003ePalgrave Macmillan\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9783030703233\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e447\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Springer International Publishing","offers":[{"title":"Default Title","offer_id":52357812617356,"sku":"9783030703233","price":179.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783030703233.jpg?v=1786588917","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783030703233","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}