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Fashion Marketing in Emerging Economies: an Introduction

Fashion Marketing in Emerging Economies: an Introduction

Brooksworth, F, Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Bosah, G (2022) Fashion Marketing in Emerging Economies: an Introduction. In: Brooksworth, F, Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Bosah, G, (eds.) Fashion Marketing in Emerging Economies: Brand, Consumer and Sustainability Perspectives. Palgrave Studies of Marketing in Emerging Economies book series (PSMEE), I . Palgrave Macmillan - Springer Nature, Cham, pp. 3-20. ISBN 978-3031073250; 978-3031073267; 978-3031073281 (doi:

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The fashion industry is increasing in emerging markets. Marketing strategies, tools and technologies have also evolved. There is a growing demand for additional research, information, recommendations, insight from practitioners, entrepreneurs, students, and academics. This chapter provides an overview of the book on fashion marketing in emerging economies. It documents a portfolio of sixteen published papers from twenty-seven authors who have presented their contributions to theories, knowledge, and discussions around fashion marketing in developing markets. This chapter provides an understanding of effective Marketing Strategies employed by multinational fashion corporations within Emerging Markets. This academic research shines the light on the relatively neglected area of marketing activities happening in emerging markets and the growth of emerging economies in their entirety. This book provides timely information for managers and policymakers on the growing areas of fashion such as sustainability, luxury, digitalisation, trends and psychology.

Item Type: Book Section
Uncontrolled Keywords: fashion marketing; emerging economies. developing countries; edited book; Introduction
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Marketing Research Group (MRG)
Last Modified: 09 Jan 2023 13:21

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