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Fashion marketing in emerging economies. Volume I, Brand, consumer and sustainability perspectives / Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah, editors.

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 womens mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gai...

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Bibliographic Details
Online Access: Full Text (via Springer)
Other Authors: Brooksworth, Frederica (Editor), Mogaji, Emmanuel (Editor), Bosah, Genevieve (Editor)
Other title:Brand, consumer and sustainability perspectives.
Format: eBook
Language:English
Published: Cham : Palgrave Macmillan, [2023]
Series:Palgrave studies of marketing in emerging economies.
Subjects:
Fashion merchandising.
Table 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.

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