Cristina Sánchez Blanco

This book introduces social network fundamentals in the fashion domain It addresses the creation of social media marketing plans highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context Through a variety of academic and professional sources and by sharing the results of their own research the authors present research methodologies including netnography visual sentiment and argumentation analysis for developing rigorous studies to gain social media insights that can be useful for decision making and value creation The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts This cutting edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies marketing digital marketing and communication and to young professionals who are starting to work in social media In addition this book is also developed for young researchers and PhD students employing social media analysis in their studies

This book introduces social network fundamentals in the fashion domain It addresses the creation of social media marketing plans highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context Through a variety of academic and professional sources and by sharing the results of their own research the authors present research methodologies including netnography visual sentiment and argumentation analysis for developing rigorous studies to gain social media insights that can be useful for decision making and value creation The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts This cutting edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies marketing digital marketing and communication and to young professionals who are starting to work in social media In addition this book is also developed for young researchers and PhD students employing social media analysis in their studies

La revolución digital que vivimos es sobre todo la revolución cultural de lo que los distintos negocios y sus marcas significarán en el futuro. Cuando los negocios se transforman, hay que saber trasladar a traves de las emociones los nuevos propositos y los nuevos valores que aportan a los consumidores y a la sociedad.Los profesionales del planning son mas necesarios que nunca para maximizar los resultados de nuestras nuevas marcas y negocios, diseñando y poniendo foco en cada idea de marketing y comunicacion. En los ultimos años el planning se transforma por multiples razones, desde el uso del data real del consumidor y nuevas tecnologias que permiten diseñar modelos de tendencias e insights, hasta la orquestacion de estrategias multi-canal mucho mas complejas. De la comunicacion avanzamos a cuidar toda la experiencia de marca completa.Este libro nos acerca de la mano de buena parte de los mas reputados planners y estrategas en lengua española, a profundizar en todas las areas clave del marketing donde la planificacion estrategica tiene un valor ineludible: gestion del posicionamiento y la experiencia de marca, la nueva investigacion, la necesidad de apoyar la transformacion digital, el brandedcontent desarrollo de estrategias de contenidos, la experiencia de usuario, big data, el storytelling y el storydoing, las estrategias de canales, su valor para la innovacion, etc.Estrategia y eficacia van unidas de la mano. Hoy nuestro pais puede dar buena cuenta de su madurez en marketing gracias a tantos estrategas como estos que nos acercaron a competir globalmente con las primeras potencias anglosajonas. Gracias a todos ellos por hacer mejor cada dia nuestro trabajo.