TY  - CHAP
U1  - Buchbeitrag
A1  - Wiedemann, Julia
A1  - Strähle, Jochen
ED  - Strähle, Jochen
T1  - Integrated marketing communication in fashion : converting customers into promoters?
T2  - Emotionalizing fashion retail : the guide for retail success
N2  - Purpose: The purpose of this paper is to analyze the importance of word-of-mouth for fashion companies and to answer the research questions if fashion companies should integrate their customers actively in their marketing communication and if so, how can they approach the conversion of their customers into promoters?

Findings: The integraton of the customer into the marketing mix is inevitable in today's marketplace. Customers are heavily influencing the fashion industry escpecially the transmission of trends. Thereof, a redefinition and proactive integration of the customer as promoter is necessary.
KW  - word-of-mouth
KW  - electronic word-of-mouth
KW  - fashion
KW  - viral marketing
KW  - consumer generated media
Y1  - 2015
SN  - 978-3-7347-5821-8
SB  - 978-3-7347-5821-8
SP  - 256
EP  - 289
S1  - 34
PB  - Books on Demand
CY  - Norderstedt
ER  -