Digital Marketing Strategies for Fashion and Luxury Brands

Digital Marketing Strategies for Fashion and Luxury Brands

Wilson Ozuem, Yllka Azemi
Release Date: October, 2017|Copyright: © 2018 |Pages: 460
DOI: 10.4018/978-1-5225-2697-1
ISBN13: 9781522526971|ISBN10: 1522526978|EISBN13: 9781522526988
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Description & Coverage
Description:

Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market.

Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Brand Communication
  • Consumer Brand Engagement
  • Gender Fluidity
  • Mobile Commerce
  • Multichannel Retailing
  • Omnichannel Strategy
  • Social Identity
  • Social Media
  • User-Generated Content
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Editor/Author Biographies
Wilson Ozuem is Associate Professor of Digital Marketing at Regent’s University London (UK). His research interests include the implications of information technology for decision making by marketers and consumers. The results of his research have been published in scholarly journals and international conference papers, including European Journal of Marketing, Social Responsibility Journal, International Journal of Applied Behavioural Economics and Business Law. Dr. Ozuem teaches in a number of UK universities, including University of Gloucestershire, the University of Hertfordshire, the University of West London, GSM, CAPA Education (London). Dr. Wilson holds a visiting professorial fellowship at the faculty of Economy and Agribusiness, Agricultural University of Tirana (Albania). He currently teaches MSc and MBA courses in marketing communications, Internet marketing, research methodology, and marketing management. He is a Fellow of the Chartered Institute of Marketing (FCIM) and has worked as a marketing consultant for several companies and organizations. He received his BA in Business from the University of Portsmouth, MA Marketing from University of West London, MBA from London Metropolitan University, MEd (Educational Leadership and Management) from Open University (UK), Doctorate from Anglia Ruskin University, and Postgraduate Degree in Educational Research from University of Cambridge.
Yllka Azemi is a Visiting Assistant Professor of Marketing in Indiana University Northwest. She teaches marketing courses to undergraduate and MBA students. Her research interests include online service failure and recovery strategies, social media marketing, online and offline consumer behaviour, and online brand relationships. She received her bachelor degree from Rochester Institute of Technology (USA), Master’s degree from University of Wales (UK), and PhD from Cardiff Metropolitan University (UK). She has been delivering lectures on marketing and digital marketing and qualitative research in number of UK Universities, including CAPA Education (London), Regents University, University of West London, and London College of Contemporary Arts. She is a visiting lecturer in Riinvest College (Kosovo). Yllka has published work in numerous international conferences, book chapters and journal papers.
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