Fashion Marketing in Emerging Economies Volume I - Brand, Consumer and Sustainability Perspectives (Hardcover, 1st ed. 2023)

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 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.

General

Imprint:	Palgrave Macmillan
Country of origin:	Switzerland
Series:	Palgrave Studies of Marketing in Emerging Economies
Release date:	December 2022
First published:	2023
Editors:	Frederica Brooksworth • Emmanuel Mogaji • Genevieve Bosah
Dimensions:	210 x 148 x 24mm (L x W x T)
Format:	Hardcover
Pages:	281
Edition:	1st ed. 2023
ISBN-13:	978-3-03-107325-0
Categories:	Books > Business & Economics > Industry & industrial studies > General Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	3-03-107325-8
Barcode:	9783031073250

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