Download or read book Handbook of Research on Transmedia Storytelling Audience Engagement and Business Strategies written by Hernández-Santaolalla, Víctor and published by IGI Global. This book was released on 2020-04-24 with total page 457 pages. Available in PDF, EPUB and Kindle. Book excerpt: As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Download or read book En clave de marcas written by Gonzalo Brujó and published by Editorial Almuzara. This book was released on 2010 with total page 478 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gonzalo Brujó y 23 visionarios del marketing descubren el presente y el futuro del intangible más importante.

Download or read book Entrepreneurial Innovation for Securing Long Term Growth in a Short Term Economy written by Gamez-Gutierrez, Jorge and published by IGI Global. This book was released on 2021-03-05 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fundamental process for a company to achieve stable growth levels over time in a highly competitive economy is the ability to improve, adapt, and overcome a variety of challenges, whether they be internally or externally based. Therefore, being capable of understanding how any operational changes or improvements impact consumers must likewise be taken into consideration. Entrepreneurial Innovation for Securing Long-Term Growth in a Short-Term Economy is a collection of innovative research on the methods and applications of corporate decision making on the overall success of a company in the long term. While highlighting topics including organizational values, trust management, and social entrepreneurship, this book is ideally designed for entrepreneurs, executives, business consultants, researchers, industry professionals, and students who want to improve their understanding of the strategic role of entrepreneurial innovation at different levels defined by globalized markets inserted into the information and knowledge society.

Download or read book Fashion Communication written by Teresa Sádaba and published by Springer Nature. This book was released on 2021-09-20 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.

Download or read book El coraz n de Mango written by Andrea Gay Zaragoza and published by Editorial Almuzara. This book was released on 2010-11 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: El corazón de mango teje la historia de una marca global con un estilo propio en los escaparates y la trastienda. Un título en el que los autores se adentran en el corazón de la compañía y analizan su modelo de gestión, sus planes de expansión y crecimiento y la estrategia corporativa.

Download or read book Publicidad 360 written by Alejandro Álvarez Nobell and published by Ediciones Universidad San Jorge. This book was released on 2014-03-14 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.

Download or read book Fashion Marketing written by Tony Hines and published by Routledge. This book was released on 2007-02-07 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area. Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.

Download or read book Unveiling Fashion written by F. Godart and published by Springer. This book was released on 2012-03-27 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Proposing a comprehensive account of the global fashion industry this book aims to present fashion as a social and cultural fact. Drawing on six principles from the industry, Godart guides the reader through the economic, social and political arena of the world's most glamorous industry.

Download or read book Sustainability in Fashion written by Claudia E. Henninger and published by Springer. This book was released on 2017-06-27 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a critical insight into sustainability and fashion in a retailing and marketing context. Examining a truly global industry, Sustainability in Fashion offers international application with a view to contextualising important developments within the industry. Contributors use their diverse backgrounds and expertise to provide a contemporary approach in examining key theoretical concepts, constructs and developments. Topics include consumer behaviour, communications, circular economy and supply chain management. The individual chapters focus on sustainability and provide a range of fashion sector examples from high street to luxury apparel.

Download or read book Behind the mirror written by and published by Actar D. This book was released on 2003 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unas 150 piezas -vestidos, trajes, bolsos, zapatos, sombreros, joyas, videos- pretenden mostrar la importancia del momento actual y futuro de la moda española, fruto de una tradición cultural artesanal y manufacturera y resultado del encuentro entre industria, cultura y sociedad.

Download or read book Eco Friendly and Fair written by Mark Heuer and published by Routledge. This book was released on 2018-05-11 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The make-take-waste paradigm of fast fashion explains much of the producer and consumer behavior patterns towards fast fashion. The evolution from a two-season fashion calendar to fast fashion, characterized by rapid product cycles from retailers and impulse buying by consumers, presents new challenges to the environment, workplace and labour practices. This book provides a comprehensive overview of new insights into consumer behaviour mechanisms in order to shift practices toward sustainable fashion and to minimize the negative impacts of fast fashion on the environment and society. Concepts and techniques are presented that could overcome the formidable economic drivers of fast fashion and lead toward a future of sustainable fashion. While the need for change in the fashion industry post-Rana Plaza could not be more obvious, alternative and more sustainable consumption models have been under-investigated. The paucity of such research extends to highly consumptive consumer behaviours regarding fast fashion (i.e. impulse buying and throwaways) and the related impediments these behaviours pose for sustainable fashion. Written by leading researchers in the field of sustainable fashion and supported by the Textile Institute, this book evaluates fashion trends, what factors have led to new trends and how the factors supporting fast fashion differ from those of the past. It explores the economic drivers of fast fashion and what social, environmental and political factors should be maintained, and business approaches adopted, in order for fast fashion to be a sustainable model. In particular, it provides consumer behaviour concepts that can be utilized at the retail level to support sustainable fashion.

Download or read book El valor de la comunicaci n written by Paloma Díaz Soloaga and published by . This book was released on 2007 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: Information on fashion brands, designers, owners, products, markets, consumers and major media in Spain and internationally. The author is interested in the public objectives and communication strategies and tactics from the catwalk to the showroom and special events which are required to build brands and reputations.

Download or read book Green Lies written by Pascual Berrone, Ph.d. and published by Createspace Independent Publishing Platform. This book was released on 2016-03-10 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of corporate sustainability has gained increasing traction over the past five decades and "green marketing" is now considered a crucial element of every marketing department's agenda. But what happens when it comes to light-as in the Volkswagen diesel-emissions scandal of 2015-that a company has been waving a green flag in order to hide a black heart? And how can companies avoid greenwashing practices that might damage their legitimacy, reputation, and market value? Riddled with case studies, expert quotes, and infographics, Green Lies encapsulates the history of sustainability, outlines the risks of greenwashing, and most importantly proposes ways that-with the right corporate commitment-green can mean gold.

Download or read book Exploring the Selfie written by Julia Eckel and published by Springer. This book was released on 2018-04-06 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume explores the selfie not only as a specific photographic practice that is deeply rooted in digital culture, but also how it is understood in relation to other media of self-portrayal. Unlike the public debate about the dangers of 'selfie-narcissism', this anthology discusses what the practice of taking and sharing selfies can tell us about media culture today: can the selfie be critiqued as an image or rather as a social practice? What are the technological conditions of this form of vernacular photography? By gathering articles from the fields of media studies; art history; cultural studies; visual studies; philosophy; sociology and ethnography, this book provides a media archaeological perspective that highlights the relevance of the selfie as a stereotypical as well as creative practice of dealing with ourselves in relation to technology.

Download or read book International Textiles written by and published by . This book was released on 1999 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Measuring Up written by Vickie Rutledge Shields and published by University of Pennsylvania Press. This book was released on 2013-03-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: The mute gestures of advertising images are frozen for posterity by photographers and illustrators, gestures that, for better or worse, perpetuate a certain aesthetic and eventually become emblematic of a period. The images of today display the values of a society that has more interest in the body than the mind. They are technoenhanced labyrinths of unattainable appearances that leave women and men feeling horrified, estranged, and restricted by unrealistic, silent mandates. Measuring Up looks at advertising as more than just a way to extract money from unsuspecting people but as a vehicle for conveying the larger views of a confining, body-obsessed culture. By weaving theoretical and textual insights from feminist and cultural studies with the voices of real women and men, Measuring Up offers a unique reception analysis of the effects of repetitious exposure to advertisements of perfect bodies in our everyday lives. Shields examines a particular, complex relationship between the idealized images of gender we see in advertising and our own thoughts, feelings, and behavior in relation to these images. The study is unique in presenting audience reception in terms of ethnographic data, not textual interpretations alone. Measuring Up engages with and informs current theoretical debates within these sometimes complementary and sometimes contradictory literatures: feminist media studies, feminist film theory, critical social theory, cultural studies, and critical ethnography. This is an important work that explores the forms and channels of power used in one of the most insidious and overt means of mass influence in popular culture.

Download or read book The Power of Emotion written by Joanne Lynch and published by . This book was released on 2003 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: