Social media for fashion marketing : storytelling in a digital world /
"Social media for fashion marketing' uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social medi...
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| Autor principal: | |
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| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
London ; New York :
Bloomsbury Visual Arts,
2017.
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| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 04182nam a2200349Ia 4500 | ||
|---|---|---|---|
| 001 | 99824429504151 | ||
| 005 | 20210419113720.0 | ||
| 008 | 210419s2017 enkab b 001 0 eng d | ||
| 020 | |a 9781474233323 |q (paperback) | ||
| 020 | |a 1474233325 |q (paperback) | ||
| 020 | |a 9781474233330 |q (ePDF) | ||
| 020 | |a 1474233333 |q (ePDF) | ||
| 020 | |a 9781474238991 |q (eBook) | ||
| 020 | |a 1474238998 |q (eBook) | ||
| 035 | |a (OCoLC)1246544552 | ||
| 035 | |a (OCoLC)on1246544552 | ||
| 040 | |a U@S |b spa |c U@S | ||
| 049 | |a U@SA | ||
| 050 | 4 | |a HD9940.A2 |b B46 2017 | |
| 100 | 1 | |a Bendoni, Wendy. | |
| 245 | 1 | 0 | |a Social media for fashion marketing : |b storytelling in a digital world / |c Wendy K. Bendoni. |
| 260 | |a London ; |a New York : |b Bloomsbury Visual Arts, |c 2017. | ||
| 300 | |a 272 p. : |b il., mapa ; |c 28 cm. | ||
| 504 | |a Incluye referencias bibliográficas e índice. | ||
| 505 | 0 | |a Section 1: The digital landscape transforms the fashion industry : 1. Digital disruption of the fashion industry: Introduction ; The fashion landscape before social media ; Evolution of the fashion system ; Democratization of the fashion industry: information age ; Case study: Street photography Zeitgeist ; The fashion landscape altered: four disruptions that changed the fashion industry ; Blogosphere takes on the fashion industry ; Style sharing communities: user-generated content (UGC) -- 2. Introduction to the digital landscape: Introduction ; The environment in digital space ; Social exploration ; The social structure ; Social media networks ; Legally speaking in a social media space ; Uniting the world ; Exercises and technology corner -- 3. Rise of the hyper-connected consumer: Introduction ; Hyper-connected consumers ; Evolution of social behaviour on social media ; Generation gap through the digital landscape ; Generation Z ; Millennials ; Generation X ; Baby boomers ; Exercises and technology corner -- Section 2: The business of marketing fashion: 4. Digital storytelling: Introduction ; Storytelling in marketing ; Storytelling marketing ; Visual consumption ; Social story: the Burberry dream ; Trending social stories of the #hastag ; The science of stories: neurological responses to stories ; Storytelling becomes storygiving ; Social marketing: purposeful stories in the digital age ; Exercises and technology corner -- 5. Strategic marketing in the digital age: Introduction ; Social media marketing strategy ; Real-time marketing strategies by Teri Thompson ; Interview: Trina Albus, founder of Magenta Agency ; The social media team ; Creative branding and strategic marketing alliance ; Influencer marketing/marketing agencies ; Art of the pitch ; Hidden Influencers ; Digital curation ; Fashion on-demand world ; Retail science of the digital age ; Mobile interactive store fronts ; Exercises and technology corner -- 6. The evolving measurable impact of social media: Introduction ; The power of data ; Evolution of fashion data and analytics ; Fashion intelligence ; Data-driven briefs and personas ; The power of search ; Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO) ; Journey mapping case ; Exercises and technology corner. | |
| 520 | |a "Social media for fashion marketing' uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research alongside her 25 years of fashion marketing experience to offer a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. 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." --Descripción del editor. | ||
| 650 | 0 | |a Fashion merchandising. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Social media. | |
| 650 | 7 | |a Comercialización de la moda. |2 UDESA | |
| 650 | 7 | |a Mercadeo por Internet. |2 UDESA | |
| 650 | 7 | |a Medios sociales. |2 UDESA | |