LEADER 05496nam 22007575 450 001 9910633912703321 005 20250509101735.0 010 $a9783031073267 010 $a3031073266 024 7 $a10.1007/978-3-031-07326-7 035 $a(PPN)27856156X 035 $a(CKB)5580000000489787 035 $a(MiAaPQ)EBC7152573 035 $a(Au-PeEL)EBL7152573 035 $a(OCoLC)1356572525 035 $a(OCoLC)1373989227 035 $a(OCoLC)1376932832 035 $a(DE-He213)978-3-031-07326-7 035 $a(EXLCZ)995580000000489787 100 $a20221206d2023 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aFashion Marketing in Emerging Economies Volume I $eBrand, Consumer and Sustainability Perspectives /$fedited by Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah 205 $a1st ed. 2023. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2023. 215 $a1 online resource (286 pages) 225 1 $aPalgrave Studies of Marketing in Emerging Economies,$x2730-5562 300 $aIncludes index. 311 08$a9783031073250 311 08$a3031073258 327 $aINTRODUCTION -- 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. . 330 $aOver 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 women?s mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chapters provide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others. This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry. Frederica Brooksworth is an academic, researcher and strategist and a lecturer at the London College of Fashion. Brooksworth is also the Director of the Fashion Education Group and Founder of the Council for International African Fashion Education. She specialises in business management, marketing and branding, professional development, EdTech and Curriculum development. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich. Emmanuel?s primary area of interest is ABCDE of Marketing Communications - Advertising, Branding, Communications, Digital and Ethics. He has authored and edited over ten books on branding, fashion marketing and higher education. Genevieve Bosah is a Senior Lecturer at the University of Hertfordshire, where she specialises in Public Relations, Media and Branding. Before coming to academia, she worked as a communications consultant for international organisations and national governmental agencies. She held public relations advisory roles and developed communication and stakeholder management strategies. 410 0$aPalgrave Studies of Marketing in Emerging Economies,$x2730-5562 606 $aMarketing 606 $aInternational economic integration 606 $aGlobalization 606 $aIndustries 606 $aInternational business enterprises 606 $aMarketing 606 $aEmerging Markets and Globalization 606 $aIndustries 606 $aInternational Business 615 0$aMarketing. 615 0$aInternational economic integration. 615 0$aGlobalization. 615 0$aIndustries. 615 0$aInternational business enterprises. 615 14$aMarketing. 615 24$aEmerging Markets and Globalization. 615 24$aIndustries. 615 24$aInternational Business. 676 $a758.99759007475921 676 $a391.00688 702 $aBrooksworth$b Frederica 702 $aMogaji$b Emmanuel 702 $aBosah$b Genevieve 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910633912703321 996 $aFashion Marketing in Emerging Economies Volume I$94328050 997 $aUNINA