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Author:   Frederica Brooksworth ,  Emmanuel Mogaji ,  Genevieve Bosah
Publisher:   Springer International Publishing AG
Imprint:   Palgrave Macmillan
Edition:   1st ed. 2023
Weight:   0.514kg
ISBN:  

9783031073250

ISBN 10:   3031073258
Pages:   281
Publication Date:   07 December 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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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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Author Information

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 organisationsand national governmental agencies. She held public relations advisory roles and developed communication and stakeholder management strategies.

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