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dc.contributor.authorGuercini, Simone
dc.contributor.authorBernal, Pedro Mir
dc.contributor.authorPrentice, Catherine
dc.date.accessioned2019-07-04T12:31:27Z
dc.date.available2019-07-04T12:31:27Z
dc.date.issued2018
dc.identifier.issn2093-2685
dc.identifier.doi10.1080/20932685.2018.1407018
dc.identifier.urihttp://hdl.handle.net/10072/380390
dc.description.abstractThis paper introduces a special issue devoted to the emergence of new marketing models and tools within a fashion e-commerce context. Despite the importance of physical stores, in recent years, we have witnessed substantial development regarding the electronic trade in fashion products. In effect, fashion products represent a major category within e-commerce and have witnessed the development of a “new” form of online marketing. Special attention should be paid to the internationalization of e-commerce within the fashion industry. New models and tools have emerged in relation to: the technology/consumption interface and the strategies of the different players within the business sector; the integration of online and offline fashion marketing; the impact of new IT technologies and new marketing on preexisting fashion marketing policies, such as customization; and the role of new emerging players such as fashion bloggers and influencers. In this period of change, new and traditional marketing tools co-exist. The five articles in this special issue seek to contribute to research whose aim is to systemize new models and tools that may be useful for practitioners and marketing researchers working in this field.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherTaylor & Francis
dc.publisher.placeSingapore
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto8
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Global Fashion Marketing
dc.relation.ispartofvolume9
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.titleNew marketing in fashion e-commerce
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorPrentice, Catherine


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