Influencer marketing is an increasingly significant research topic, but there is a research gap when it comes to utilizing data from social media influencers' online community to identify novel consumer groups through market segmentation. To achieve this, a case study of 50 Instagram Fashion...

Wie können sozial-ökologische Produkte, die einen Beitrag zur Lösung der Nachhaltigkeitsprobleme leisten, erfolgreich vermarktet werden? Wie können Sicherheit und Umweltverträglichkeit von Produkten verbessert werden? Dieses Grundlagenwerk zeigt, wie sich Nachhaltigkeitsmarketing konkret...

Contemporary companies are operating under challenging and volatile circumstances, but at the same time they are also conditions which provide companies with powerful opportunities on an unprecedented scale. Marketers have a key role in the process of facing these challenges. By taking a lead in...

Strategy Question: How do I assess the “market health” of my products or services? Summary: This isn’t really a new tool per se, as it is based on the original Boston Consulting Group’s Growth–Share matrix and General Electric/McKinsey Consulting 9-box version. We base our tool on the...

Strategy Question: How do I better understand the make-up of my overall market? Summary: Assuming that the market has been properly sized, it is important to also spend similar effort to define segments and size these appropriately. This tool basically mirrors the approach of the Bottom-up...

"Fashion as a societal phenomenon has fascinated scholars in different disciplines such as history, sociology, anthropology, psychology, and marketing often from an interdisciplinary perspective. Fashion mirrors societal changes, cultural norms and values over time. It can be interpreted as...

Chapter 1: Introduction: The Shift in Contemporary Service Marketing Management in Tourism and Hospitality -- Chapter 2: From Consumption to Prosumption: The Interplay of Digital Transformation, Prosumers and Post Tourism Experience within Cultural Tourism -- Chapter 3: Digital Marketing for the...