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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.

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Author of HS ReutlingenSträhle, Jochen
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
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