Dr Aster Mekonnen

2021

Digital Marketing in Luxury Fashion: From Crisis to Strength
Mekonnen, A. and Larner, L. 2021. Digital Marketing in Luxury Fashion: From Crisis to Strength. in: Ozuem, W. and Ranfagni, S. (ed.) The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces Palgrave Macmillan. pp. 199-219

2018

‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands
Mekonnen, A. and Larner, L. 2018. ‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands. in: Ozuem, W. and Azemi, Y. (ed.) Digital Marketing Strategies for Fashion and Luxury Brands IGI Global. pp. 165-177

2016

Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena
Mekonnen, A. 2016. Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena. in: Ozuem, W. and Bowen, G. (ed.) Competitive Social Media Marketing Strategies IGI Global.


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