{"product_id":"social-media-for-fashion-marketing-9781474233323","title":"Social Media for Fashion Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eSocial Media for Fashion Marketing\u003c\/i\u003e uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) 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, Bendoni offers 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.\u003cb\u003eFeatured topics\u003c\/b\u003e- 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- Globa\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eSocial Media for Marketing\u003c\/i\u003e encompasses the creativity and cultural diversity of the online fashion world while revealing the technical and business considerations behind a successful social media campaign. It is essential reading for all fashion students as they prepare to enter a digitally connected, ever-changing global industry. I can definitely see this being required reading for both undergraduate and postgraduate Fashion Management students. -- Karen Cross, Subject leader for Marketing, Fashion and Retail, Robert Gordon University, UK\u003cbr\u003eThis book's approach is exactly the format I want for my classroom pedagogy…which perhaps is why this is the most glowing review I have ever done. This is exactly (in my opinion) what students respond to….case studies, engaging stories, leading business\/marketing ideas. Excellent all around. This book has so many amazing interviews\u003ci\u003e.\u003c\/i\u003e This text is current and well positioned. I have looked at TONS of new media\/consumer texts…I really think the author has done a great day with key quotes from current industry leaders to validate the chapter assertions made. I love the breakdown of the text….very 2.0 thinking itself. Great use of graphics, charts, and really conveys somewhat complex economics and business markets in an easy to understand format.\u003cb\u003e\u003ci\u003e  \u003c\/i\u003e\u003c\/b\u003e -- Jason Schmitt, Green Mountain College, USA\u003cbr\u003eThis is a very vibrant textbook giving insight into the world of digital fashion marketing and how this impacts change within fashion brands -- Barbara Diack, Lecturer in Fashion Retailing, Heriot-Watt University, UK\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eSection 1: The Digital Landscape Transforms the Fashion Industry\u003c\/b\u003e  \u003cb\u003e1. Digital Disruption of the Fashion Industry\u003c\/b\u003e 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)  \u003cb\u003e2 Introduction of the Digital Landscape\u003c\/b\u003e 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  \u003cb\u003e3 Rise of the Hyper-Connected Consumers\u003c\/b\u003e 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  \u003cb\u003eSection 2: The Business of Fashion Marketing\u003c\/b\u003e  \u003cb\u003e4 Digital Storytelling\u003c\/b\u003e 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  \u003cb\u003e5 Strategic Marketing in the Digital Age\u003c\/b\u003e 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  \u003cb\u003e6 The Evolving Measurable Impact of Social Media \u003c\/b\u003e 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","brand":"Bloomsbury Publishing PLC","offers":[{"title":"Default Title","offer_id":48739587424599,"sku":"9781474233323","price":37.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781474233323.jpg?v=1720052671","url":"https:\/\/bookcurl.com\/products\/social-media-for-fashion-marketing-9781474233323","provider":"Book Curl","version":"1.0","type":"link"}