{"title":"Wilson Ozuem","description":null,"products":[{"product_id":"art-of-digital-marketing-for-fashion-and-luxury-brands-book-wilson-ozuem-9783030703233","title":"The Art of Digital Marketing for Fashion and Luxury Brands","description":"This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories.The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement.    An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.","brand":"WoB","offers":[{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50403513172241,"sku":"CIN3030703231VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52615838630161,"sku":"NLS9783030703233","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/3030703231.jpg?v=1751063520"},{"product_id":"harnessing-omni-channel-marketing-strategies-for-fashion-and-luxury-brands-book-wilson-ozuem-9781627347402","title":"Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands","description":"\u003cp\u003eThis book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment.\u003cbr\u003e \u003cbr\u003e The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.\u003c\/p\u003e","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":50907467907345,"sku":"GOR014118346","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51212583698705,"sku":"NIN9781627347402","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1627347402.jpg?v=1751310542"},{"product_id":"digital-transformation-for-fashion-and-luxury-brands-book-wilson-ozuem-9783031355912","title":"Digital Transformation for Fashion and Luxury Brands","description":"This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace.   Chapters 2 and 16 are available open access under a Creative Commons Attribution 4.0 International License via Springer Link.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ GARDNERS","offer_id":52152566448401,"sku":"NGR9783031355912","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9783031355912.jpg?v=1757617082"},{"product_id":"art-of-digital-marketing-for-fashion-and-luxury-brands-book-wilson-ozuem-9783030703264","title":"The Art of Digital Marketing for Fashion and Luxury Brands","description":"This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories.The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement.    An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.","brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":52404477002001,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ NEW \/ INGRAM","offer_id":52404477722897,"sku":"NLS9783030703264","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9783030703264.jpg?v=1758764356"},{"product_id":"digital-marketing-strategies-for-fashion-and-luxury-brands-book-wilson-ozuem-9781522526971","title":"Digital Marketing Strategies for Fashion and Luxury Brands","description":"Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52472470864145,"sku":"NLS9781522526971","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":52526828847377,"sku":"GOR014549783","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":52750375289105,"sku":"NIN9781522526971","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781522526971.jpg?v=1759838478"},{"product_id":"digital-marketing-strategies-for-value-co-creation-book-wilson-ozuem-9783030944469","title":"Digital Marketing Strategies for Value Co-creation","description":"Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek.    This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation.      Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.","brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":52667886731537,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ NEW \/ INGRAM","offer_id":52667887386897,"sku":"NLS9783030944469","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9783030944469.jpg?v=1762283655"},{"product_id":"sustainable-marketing-branding-and-csr-in-the-digital-economy-book-wilson-ozuem-9783036570969","title":"Sustainable Marketing, Branding and CSR in the Digital Economy","description":null,"brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52689323196689,"sku":"NLS9783036570969","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53445951193361,"sku":"NIN9783036570969","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9783036570969.jpg?v=1762335055"},{"product_id":"digital-marketing-strategies-for-value-co-creation-book-wilson-ozuem-9783031846120","title":"Digital Marketing Strategies for Value Co-Creation","description":"Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the subject of OBC. Focusing on contemporary digital marketing issues, it offers a comprehensive examination of consumers’ response to active engagement in such communities.   Building on the very successful original publication, this thoroughly revised second edition includes two new chapters on data-driven segmentation and artificial intelligence and customer engagement. The book balances theory with practical approaches and gives serious treatment to an important area of digital marketing strategy, providing an important resource for scholars, students and practitioners.","brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":52836977148177,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":52836977410321,"sku":"NIN9783031846120","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9783031846120.jpg?v=1764697754"}],"url":"https:\/\/www.worldofbooks.com\/collections\/author-books-by-wilson-ozuem.oembed","provider":"World of Books ","version":"1.0","type":"link"}