Retailing is an ever-changing facet in the fashion industry. Where brick-and-mortar used to reign supreme, digital is the current go-to for most consumers. Omnichannel retailing makes this process more seamless and has become the industry standard. This book covers both the strategic and practical sides of omnichannel retailing, with a focus on utilization of US-based e-commerce platforms. This textbook consists of three parts: 1) Build - how to build an omnichannel retail business; 2) Market - how to market via different digital marketing channels; and 3) Operate - the operational side of omnichannel retailing. By using industry examples, market reports, and company profiles, you will learn the business concepts and technologies that have evolved modern retailing in the era of the internet.
Key Features Include:
-A fashion or branding case study in every chapter
-Listing for retailing career opportunities for entry-level job titles and their responsibilities so students can learn where they may fit in the fashion industry
STUDIO Features Include:
-Study smarter with self-assessment quizzes featuring scored results and personalized study tips
-Review concepts with flashcards of essential vocabulary
Instructor Resources
-Instructor's Guide to help integrate the text into your classroom with sample syllabi and additional class activities
-A test bank for every chapter
-PowerPoint Slides for every chapter
Sprache
Verlagsort
Verlagsgruppe
Bloomsbury Publishing PLC
Zielgruppe
Für höhere Schule und Studium
Illustrationen
Maße
Höhe: 278 mm
Breite: 214 mm
Dicke: 16 mm
Gewicht
ISBN-13
978-1-5013-7709-9 (9781501377099)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Tunmin Catherine Jai is Associate Professor of Retail Management and Interim Associate Dean of Honors College at Texas Tech University.
Jihyun Vick, Ph.D. is a professor and graduate studies coordinator in the Jerry Silverman and Shannon Rogers School of Fashion Design and Merchandising at Kent State University. She is an internationally awarded and recognized researcher and a seasoned educator in the field of fashion marketing and consumer behavior. Over twenty years of her career in US higher education, she has taught over twelve different subject areas, including omnichannel retailing, entrepreneurial leadership, fashion marketing research, fashion theories, and product development, among others.
Autor*in
Texas Tech University, USA
Kent State University, USA
Chapter 1 What is Omni-channel Retailing?
Chapter 2 Fashion Retailing and Ecommerce Business Models
Chapter 3 Building an Omni-Channel Presence
Chapter 4 Content Creation and SEO
Chapter 5 Online Advertising
Chapter 6 Social Media Marketing
Chapter 7 Mobile Marketing and Location-Based Marketing
Chapter 8 E-mail Marketing
Chapter 9 E-commerce Security and Payment System
Chapter 10 Supply Chain Management
Chapter 11 Ethical and Legal Issues in Omni-channel Retailing
Chapter 12 The Future Directions of Omni-channel Retailing
