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oapen-20.500.12657-547552022-06-01T02:55:24Z Il marketing della moda Burresi, Aldo Economia Marketing Imprese Gestione d'impresa Moda bic Book Industry Communication::K Economics, finance, business & management::KC Economics::KCD Economics of industrial organisation bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management In light of the notoriety and the central role of Tuscan companies of the fashion sector, this publication - the result of the work of the research group of the Marketing Area of the Faculty of Economics of the University of Florence, and of the relationships intertwined by the research group with entrepreneurs and local institutions - intends to address the marketing problems of the fashion system, highlighting the elements of specificity and differentiation. On the basis of the knowledge acquired in the constant comparison with the managers of the sector, the authors identify emerging marketing themes to construct, starting from them, specific research paths for fashion marketing. The identified topics concern the study of the variety and variability of consumer behaviour, the analysis of fashion as a transversal phenomenon that affirms itself in luxury goods, and finally the interpretation of the co-evolutionary dynamics of consumer needs and company skills in a logic of continuous innovation. 2022-05-31T10:12:26Z 2022-05-31T10:12:26Z 2005 book ONIX_20220531_9788864531038_38 2704-5870 9788864531038 9788855188081 9788884533494 https://library.oapen.org/handle/20.500.12657/54755 ita Strumenti per la didattica e la ricerca application/pdf n/a 9788864531038.pdf https://books.fupress.com/isbn/9788864531038 Firenze University Press 10.36253/978-88-6453-103-8 In light of the notoriety and the central role of Tuscan companies of the fashion sector, this publication - the result of the work of the research group of the Marketing Area of the Faculty of Economics of the University of Florence, and of the relationships intertwined by the research group with entrepreneurs and local institutions - intends to address the marketing problems of the fashion system, highlighting the elements of specificity and differentiation. On the basis of the knowledge acquired in the constant comparison with the managers of the sector, the authors identify emerging marketing themes to construct, starting from them, specific research paths for fashion marketing. The identified topics concern the study of the variety and variability of consumer behaviour, the analysis of fashion as a transversal phenomenon that affirms itself in luxury goods, and finally the interpretation of the co-evolutionary dynamics of consumer needs and company skills in a logic of continuous innovation. 10.36253/978-88-6453-103-8 bf65d21a-78e5-4ba2-983a-dbfa90962870 9788864531038 9788855188081 9788884533494 42 186 Firenze open access
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In light of the notoriety and the central role of Tuscan companies of the fashion sector, this publication - the result of the work of the research group of the Marketing Area of the Faculty of Economics of the University of Florence, and of the relationships intertwined by the research group with entrepreneurs and local institutions - intends to address the marketing problems of the fashion system, highlighting the elements of specificity and differentiation. On the basis of the knowledge acquired in the constant comparison with the managers of the sector, the authors identify emerging marketing themes to construct, starting from them, specific research paths for fashion marketing. The identified topics concern the study of the variety and variability of consumer behaviour, the analysis of fashion as a transversal phenomenon that affirms itself in luxury goods, and finally the interpretation of the co-evolutionary dynamics of consumer needs and company skills in a logic of continuous innovation.
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