Social Media for Fashion Marketing
Bloomsbury Visual Arts (Verlag)
978-1-4742-3332-3 (ISBN)
With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication.
Featured topics
- Rules of Digital Storytelling
- Rethinking Gamification
- Strategic Digital Marketing
- The Role of Citizen Journalists
- The Social Media Looking Glass
- World of Influencer Marketing
- Visual Consumption Economy
- Global Perspective of Social Media
Wendy Bendoni is Assistant Professor and Chair of the Fashion Marketing department in the School of Business at Woodbury University, USA, and a Consumer Trend Analysis expert to the Carl Benz Academy (Mercedes Benz of China, University of Beijing and the University of Berlin).
Section 1: The Digital Landscape Transforms the Fashion Industry
1. Digital Disruption of the Fashion Industry
1.1 Introduction;1.2 The Fashion Landscape Before Social Media; 1.2 Evolution of the Fashion System; Democratization of the Fashion Industry; 1.5 The Fashion Landscape Disrupted; 1.6 Blogosphere takes on the Fashion Industry; 1.7 Style Sharing Communities: User-Generated Content (UGC)
2 Introduction of the Digital Landscape
2.1 Introduction; 2.2 The Environment in Digital Space; 2.3 Social Exploration; 2.4 The Social Structure; 2.5 Social Media Networks; 2.6 Legally Speaking in a Social Media Space; 2.7 Uniting the World; 2.8 Exercises and Technology Corner
3 Rise of the Hyper-Connected Consumers
3.1 Introduction; 3.2 Hyper-Connected Consumers; 3.3 Evolution of Social Behaviour on Social Media; 3.4 Generation Gap through the Digital Landscape; 3.5 Generation Z; 3.6 Millennials; 3.7 Generation X; 3.8 Baby Boomers; 3.9 Exercises and Technology Corner
Section 2: The Business of Fashion Marketing
4 Digital Storytelling
4.1 Introduction; 4.2 Storytelling in Marketing; 4.3 Storytelling Marketing; 4.4 Visual Consumption; 4.5 Social Story: The Burberry Dream; 4.6 Trending Social Stories of the #hastag; 4.7 The Science of Stories: Neurological Responses to Stories; 4.8 Storytelling Becomes Storygiving; 4.9 Social Marketing: Purposeful Stories in the Digital Age; 4.10 Exercises and Technology Corner
5 Strategic Marketing in the Digital Age
5.1 Introduction; 5.2 Social Media Marketing Strategy; 5.3 Real-time Marketing Strategies by Teri Thompson; 5.4 Interview: Trina Albus, Founder of Magenta Agency; 5.5 The Social Media Team; 5.6 Creative Branding and Strategic Marketing Alliance; 5.7 Influencer Marketing/ Marketing Agencies; 5.8 Art of the Pitch; 5.9 Hidden Influencers; 5.10 Digital Curation; 5.11 Fashion On-Demand World; 5.12 Retail Science of the Digital Age; 5.13 Mobile Interactive Store Fronts; 5.14 Exercises and Technology Corner
6 The Evolving Measurable Impact of Social Media
6.1 Introduction; 6.2 The Power of Data; 6.3 Evolution of Fashion Data and Analytics; 6.4 Fashion Intelligence; 6.5 Data-Driven Briefs and Personas; 6.6 The Power of Search; 6.7 Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO); 6.8 Journey Mapping Case; 6.9 Exercises and Technology Corner
Erscheinungsdatum | 09.02.2017 |
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Zusatzinfo | 200 colour illus |
Verlagsort | London |
Sprache | englisch |
Maße | 210 x 270 mm |
Gewicht | 952 g |
Themenwelt | Kunst / Musik / Theater ► Design / Innenarchitektur / Mode |
Sachbuch/Ratgeber ► Freizeit / Hobby ► Handarbeit / Textiles | |
Technik | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 1-4742-3332-5 / 1474233325 |
ISBN-13 | 978-1-4742-3332-3 / 9781474233323 |
Zustand | Neuware |
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