LEADER 05021nam 22006975 450 001 9910890171603321 005 20250807143230.0 010 $a9789819736744 010 $a9819736749 024 7 $a10.1007/978-981-97-3674-4 035 $a(MiAaPQ)EBC31694829 035 $a(Au-PeEL)EBL31694829 035 $a(CKB)36256521800041 035 $a(DE-He213)978-981-97-3674-4 035 $a(EXLCZ)9936256521800041 100 $a20241001d2024 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aCosmetics Marketing Strategy in the Era of the Digital Ecosystem $eRevolutionizing Beauty in the New Market Frontier /$fby Young Won Park, Paul Hong 205 $a1st ed. 2024. 210 1$aSingapore :$cSpringer Nature Singapore :$cImprint: Springer,$d2024. 215 $a1 online resource (235 pages) 311 08$a9789819736737 311 08$a9819736730 327 $aChapter 1. Cosmetics Industry Trends in the era of DX -- Chapter 2. Strategies For An E-Commerce Platform Business In Cosmetics Industry -- Chapter 3. Cosmetics industry word of mouth marketing strategy -- Chapter 4. Cosmetics ODM Strategy: Case Study of COSMAX -- Chapter 5. Cosmetic Firms Marketing Strategy: Case Study of Shiseido -- Chapter 6. Cosmetic Firms Marketing Strategy: Case Study of FNCL -- Chapter 7. Cosmetic Firms Marketing Strategy: Case Study of Amore Pacific -- Chapter 8. Cosmetic Firms Marketing Strategy: Case Study of LG Chemical -- Chapter 9. Concluding remarks and future research issues -- Chapter 10. Outlook: Cosmetics Marketing Strategy in the era of DX. 330 $aThis book explores how cosmetics firms have made the transition to technology-enabled beauty companies to meet changing customer demands. For this purpose, the contexts of cosmetics industry growth and digital marketing strategy in the post-pandemic world are presented here. The digital marketing strategies of Japanese and Korean firms are shown, along with new business models and future prospects in cosmetics industries. In the post-pandemic world, the growing middle class will set priorities for beauty?hygienic goals, nutritional choices, and healthcare development needs. The growth rates of Asian economies were slowed during the COVID-19 pandemic, yet their growth opportunities were not constrained. Diverse industries?the cosmetics industry in particular?have addressed the needs of these growing segments in Asia. In keeping up with the leading business trends, cosmetics firms also have leveraged big data and built their brand partnerships across industries, applying the Internet of Things (IoT) and artificial intelligence for their product and process development. The vast amounts of big data gathered through IoT devices are now being used to improve entire value chain operations, creating a digital thread through the global value chain. These data are increasingly used to create new services and develop a business model for global firms. As of 2021, four of the top ten global cosmetics firms are from the USA (Estée Lauder, Proctor & Gamble, Coty, and Johnson & Johnson), three are from Europe (L?Oréal, Unilever, and Beiersdorf), two from Japan (Shiseido and Kao), and one from Korea (Amore Pacific). The USA and European firms still maintain their competitive advantage in the cosmetics industry. Global cosmetics market share by region shows that North Asia is the largest (35%), followed by North America (26%) and Latin America (7%), Europe (22%), and Africa and other regions (10%). With the rapid increase of the middle class in the Asia region, more sales are expected there than anywhere else. In this dynamic market environment, a real challenge for the cosmetics industry is how to develop and put into practice its own unique business model. . 606 $aStrategic planning 606 $aLeadership 606 $aTelemarketing 606 $aInternet marketing 606 $aMarketing research 606 $aBusiness intelligence 606 $aBranding (Marketing) 606 $aBusiness Strategy and Leadership 606 $aDigital Marketing 606 $aMarket Research and Competitive Intelligence 606 $aBranding 615 0$aStrategic planning. 615 0$aLeadership. 615 0$aTelemarketing. 615 0$aInternet marketing. 615 0$aMarketing research. 615 0$aBusiness intelligence. 615 0$aBranding (Marketing) 615 14$aBusiness Strategy and Leadership. 615 24$aDigital Marketing. 615 24$aMarket Research and Competitive Intelligence. 615 24$aBranding. 676 $a338.766855 700 $aPark$b Young Won$0315165 701 $aHong$b Paul$01062289 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910890171603321 996 $aCosmetics Marketing Strategy in the Era of the Digital Ecosystem$94249031 997 $aUNINA