Fashion Marketing: The Contemporary Marketing Mix
暫譯: 時尚行銷：當代行銷組合

Costin, Laura, Barnes, Liz

Fashion Marketing: The Contemporary Marketing Mix
  • 出版商: Palgrave MacMillan
  • 出版日期: 2025-07-05
  • 售價: $9,580
  • 貴賓價: 9.5 折 $9,101
  • 語言: 英文
  • 頁數: 654
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031825705
  • ISBN-13: 9783031825705
  • 相關分類: 行銷/網路行銷 Marketing

    • 尚未上市，無法訂購

相關主題

商品描述

The purpose of fashion marketing is to understand the needs of consumers and to orientate both strategic and operational activities to satisfy those needs. In recent times, fashion marketing has faced an era of fast-paced change characterised by the rise of fashion influencers, the impact of technology, and the complexity of consumer needs, which has never been so great. As such, there is a need to examine the concept of fashion marketing in this contemporary setting.

This book offers a comprehensive overview of key topics, debates and issues in the field of fashion marketing. Featuring a range of contributions from international experts in the field, it is split into sections broadly covering fashion marketing as a concept, internationalization, digital fashion marketing, and contemporary thinking. In doing so it covers topics such as fashion social media, luxury fashion marketing, fashion marketing and the pandemic, sustainability, AI and omnichannel fashion retail.

A definitive resource for students, researchers and practitioners, this book offers a truly contemporary lens that pushes the boundaries of current and future thinking.

商品描述(中文翻譯)

時尚行銷的目的是了解消費者的需求，並將戰略和操作活動導向滿足這些需求。近年來，時尚行銷面臨著快速變化的時代，這一時代的特徵是時尚影響者的崛起、科技的影響以及消費者需求的複雜性，這些需求從未如此龐大。因此，有必要在當代背景下檢視時尚行銷的概念。

本書提供了時尚行銷領域中關鍵主題、辯論和問題的全面概述。書中包含來自國際專家的多樣貢獻，分為幾個部分，廣泛涵蓋時尚行銷作為一個概念、國際化、數位時尚行銷和當代思維。書中討論的主題包括時尚社交媒體、奢侈品時尚行銷、時尚行銷與疫情、可持續性、人工智慧及全通路時尚零售。

這本書是學生、研究者和從業者的權威資源，提供了一個真正當代的視角，推動當前和未來思維的邊界。

作者簡介

Liz Barnes is currently the Head of Manchester Fashion Institute at Manchester Metropolitan University. Her research has been widely published on fashion marketing and fast fashion in particular and has guest-edited two special issues of the Journal of Fashion Marketing and Management. More recently Liz has published research in the areas of fashion consumer behaviour, omnichannel customer journey, eWOM, fashion influencers, social media marketing, luxury fashion, modesty fashion and country of origin and its implications for fashion.

Laura Costin is Senior Lecturer and Programme Leader BA (Hons) Fashion Communication at Manchester Metropolitan University. Prior to working in higher education, she worked in industry for various global fashion businesses in Marketing, Social Media and PR, and has over 10 years of industry experience. Her research interests focus on the evolution of influencer marketing and she is a fellow at the Chartered Management Institute and the Higher Education Academy.

作者簡介(中文翻譯)

Liz Barnes 目前是曼徹斯特城市大學曼徹斯特時尚學院的院長。她的研究在時尚行銷，特別是快時尚領域，已廣泛發表，並曾擔任《時尚行銷與管理期刊》的兩期特刊的客座編輯。最近，Liz 在時尚消費者行為、全通路客戶旅程、電子口碑（eWOM）、時尚影響者、社交媒體行銷、奢侈時尚、端莊時尚以及原產國及其對時尚的影響等領域發表了研究。

Laura Costin 是曼徹斯特城市大學時尚傳播學士（榮譽）課程的高級講師及課程負責人。在進入高等教育之前，她曾在多家全球時尚企業的行銷、社交媒體和公關部門工作，擁有超過10年的行業經驗。她的研究興趣集中在影響者行銷的演變上，並且是特許管理學院和高等教育學院的研究員。

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