Omni-Personal Luxury: How to Transform Your Luxury Business for the Digital Age, Schmitt Rebecca, Rossi Arnaud, Bensoussan Albert
Автор: Kapferer Jean Noel Название: Luxury Strategy, 2 ed. ISBN: 0749464917 ISBN-13(EAN): 9780749464912 Издательство: Kogan Page Рейтинг: Цена: 10160.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical `anti-laws` of successful luxury brand management, with this ground-breaking book.
Автор: Myerson, Paul Название: Omni-channel retail and the supply chain ISBN: 0367641976 ISBN-13(EAN): 9780367641979 Издательство: Taylor&Francis Рейтинг: Цена: 6430.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book describes the impact of omni-channel marketing on the supply chain and logistics functions and is intended to help management meet the needs of not only today`s ever changing world but to anticipate what may be required in the future to achieve superior customer service, profitability, and a competitive advantage.
Автор: Winters, Amelie Название: Omni-Channel Retailing ISBN: 3658347066 ISBN-13(EAN): 9783658347062 Издательство: Springer Рейтинг: Цена: 15372.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: She shows that retailer should focus on the interdependencies between major purchase channels and emphasizes the need to identify supportive stimuli and cues, such as integration services and online- and omni-channel-specific marketing instruments, to support such transfers and improve behavioral outcomes at the retailer and channel level.
Автор: Palmatier, Robert W. Sivadas, Eugene Stern, Louis W. El-ansary, Adel I. Название: Marketing channel strategy ISBN: 0367821230 ISBN-13(EAN): 9780367821234 Издательство: Taylor&Francis Рейтинг: Цена: 7654.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This is the first book on the market to offer a completely unique, updated approach to channel marketing. The authors have adapted this text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly.
Автор: Wilson Ozuem, Yllka Azemi Название: Digital Marketing Strategies for Fashion and Luxury Brands ISBN: 1522526978 ISBN-13(EAN): 9781522526971 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 30631.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: "This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and luxury fashion brands. The advert of internet technologies along with its prototypical subsets are turning consumers to digital universe"--
Part 1: The question of marketspace and marketplace
1. The key drivers of perceived omnichannel service quality
Elena Patten, Macromedia University of Applied Sciences, Germany
The complexity of the customer journey has increased tremendously in the context of e-commerce because customers use various touchpoints at different channels when interacting with a retailer. This book chapter aims to investigate the concept of integration in omnichannel retailing by considering the different elements of the retail mix. Furthermore, it will elaborate the key drivers of perceived omnichannel service quality.
2. Omnichannel and brand equity: a new balance of sustainable competitive advantage
Claudio Becagli, University of Florence, Italy
Fashion retailing has recently been characterised by considerable changes. Many of the changes are industry-specific but many others come from the external environment, such as economic and technological development. These forces oblige companies to manage their brand engagement in both physical and online channels with the aim of delivering a seamless shopping experience to their customers while at the same time pursuing satisfactory economic and competitive performances. The brand experience depends not on one or more channels but it results from a holistic approach in which the company must try to simultaneously combine and align all brand-customer touchpoints.
3. Opinion leaders, short videos and virtual community construction
Peng Chen, School of Economics and Management of Jiujiang University, China
Research on opinion leaders can be traced back to Lazarsfeld's work in 1944. Earlier research focused on the characteristics, identity and influence of opinion leaders. In the past 20 years, with the development of internet technology, the application of opinion leaders in marketing, public affairs, medical treatment, management, tourism, fashion and other fields has attracted the interest of a large number of scholars. Short videos, as a form of social media, have become a new growth point of network marketing in recent years. As modern internet opinion leaders, internet celebrities are active in various virtual communities and attract the attention of internet users. They have a significant influence on the marketing campaigns of the fashion industry. Based on the theories of consumer behaviour, this chapter will study the ways and methods of internet celebrities in the fashion industry to build virtual communities through short videos, and it will ask: How can fashion brands connect with consumers through the virtual community built by internet celebrities?
4. Characteristics and temperament of fashion bloggers
Deidre Bowen, Northumbria University, UK
This chapter will discuss the general characteristics of bloggers and how they differ from the characteristics of bloggers on fashion goods. Bloggers on technology will have specific knowledge or expertise on the products. What types of knowledge do fashion bloggers have or require? Is fashion blogging predominantly about emotional intelligence and hence linked to the temperament of the blogger?
Part 2: Online Brand Communities and Customer Relationship
5. Customer participation versus consumer loyalty in online brand communities
Wilson Ozuem, Michelle Willis, Silvia Rafangni
University of Cumbria (UK) and University of Florence (Italy)
Online brand communities (OBCs) have maintained the close link between
Автор: Wided Batat Название: Digital Luxury: Transforming Brands and Consumer Experiences ISBN: 1526458934 ISBN-13(EAN): 9781526458933 Издательство: Sage Publications Рейтинг: Цена: 19800.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings. This exciting new text, the first on this timely subject, offers ways forward through a mixture of research and practice-led examples.
Автор: Wided Batat Название: Digital Luxury: Transforming Brands and Consumer Experiences ISBN: 1526458942 ISBN-13(EAN): 9781526458940 Издательство: Sage Publications Рейтинг: Цена: 6810.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings. This exciting new text, the first on this timely subject, offers ways forward through a mixture of research and practice-led examples.
Автор: Mateusz Grzesiak Название: Personal Brand Creation in the Digital Age ISBN: 3319696963 ISBN-13(EAN): 9783319696966 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding.
Do you want to learn the most up to date social media marketing strategies? If so then keep reading...
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About the Author
Karen J. Marchetti is a 30+ year leader in Internet marketing and direct marketing planning, testing, and creative expertise. She has created high-ROI marketing programs for such clients as Qualcomm and Union Bank. She has taught Internet Marketing and Direct Marketing at San Diego State University, University of San Diego, UC San Diego, CSU Long Beach, and the University of San Francisco. Marchetti is a Google Ads Qualified Search Consultant and a Google Analytics Certified Consultant.
Go to "Look Inside" for more.
ООО "Логосфера " Тел:+7(495) 980-12-10 www.logobook.ru
