Integrated marketing communication in fashion : converting customers into promoters?
- 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.
| Author of HS Reutlingen | Strähle, Jochen |
|---|---|
| ISBN: | 978-3-7347-5821-8 |
| Erschienen in: | Emotionalizing fashion retail : the guide for retail success |
| Publisher: | Books on Demand |
| Place of publication: | Norderstedt |
| Editor: | Jochen SträhleORCiD |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2015 |
| Tag: | consumer generated media; electronic word-of-mouth; fashion; viral marketing; word-of-mouth |
| Page Number: | 34 |
| First Page: | 256 |
| Last Page: | 289 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 658 Allgemeines Management |
| Open access?: | Nein |
