Today, sustainability is a critical issue in the fashion industry. However, it can be challenging for fashion businesses to adopt green marketing strategies while keeping up with digital innovations. The book, Driving Green Marketing in Fashion and Retail, explores cutting-edge techniques to provide solutions to this challenge. It is an essential guide for fashion marketers looking to align their practices with environmental responsibility. As consumers become increasingly conscious of the environmental and social impacts of their purchasing decisions, fashion brands must adapt or risk being left behind. This book offers a comprehensive roadmap for embracing sustainability through digital marketing channels. From leveraging AI and big data analytics to implementing eco-friendly packaging solutions, each chapter presents actionable insights tailored to the modern fashion landscape.

This book focuses on sustainability in fashion retail, which is fast becoming the pivot point of future fashion retail strategies. Chapters in the book provide theoretical and practical insight on how going green may positively influence the strategy of fashion retailers and marketers, who have to react to the changing society and customer needs. Structured in four main parts, and based on distinct research questions, readers will be able to dig deep into the individual levers for possible adaptions. It thus provides a solid understanding on how to integrate green aspects into any fashion retailers business model.

As consumer preferences shift with the continued innovation of digital technology in the marketing sector, traditional approaches to marketing in wholesaling and retailing become obsolete. With tools like artificial intelligence and eco-friendly advertising strategies, organizations move towards improved marketing tactics and sustainability. To reshape marketing science, businesses must adopt more sustainable and technological approaches to marketing, through methods like data analysis, consumer behavior reporting, or targeted marketing strategies. Reshaping Marketing Science in Wholesaling and Retailing explores continuing trends in marketing science for wholesaling and retailing, such as marketing methods and principles. With a focus on data-driven insights and personalized experiences, the book focuses on sustainable options and the ethics of new retail technological innovations. This book covers topics such as e-commerce, social media, and consumer behavior, and is a useful resource for consultants, economists, business owners, policymakers, academicians, researchers, and scientists.

As corporations increasingly recognize the benefits of green marketing, the number of projects with important local environmental, economic, and quality-of-life benefits shall increase. Encouraging the holistic nature of green, moreover, inspires other retailers to push the movement. Green Marketing as a Positive Driver Toward Business Sustainability is a collection of innovative research on the methods and applications of integrating environmental considerations into all aspects of marketing. While highlighting topics including green consumerism, electronic banking, and sustainability, this book is ideally designed for industrialists, marketers, professionals, engineers, educators, researchers, and scholars seeking current research on green development in regular movement.

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.

In today's fast-paced digital world, marketers face an ever-growing challenge: effectively navigating the vast and complex data landscape while ensuring ethical practices. The explosion of digital information has created new opportunities for targeted marketing. Still, it has also raised concerns about privacy, security, and the responsible use of data. Marketers risk damaging consumer trust and facing regulatory scrutiny without a comprehensive understanding of data governance and ethical frameworks. Ethical AI and Data Management Strategies in Marketing provides a timely and comprehensive solution. This insightful guide offers practical strategies for implementing robust data governance plans that focus on eradicating isolated data repositories and adhering to ethical guidelines. These theoretical and actionable strategies give marketers the confidence to implement them effectively. By leveraging the power of artificial intelligence in marketing, marketers can enhance their understanding of the target audience and optimize content creation while maintaining ethical standards. The book delves into essential topics such as data privacy, ethical marketing, and technology ethics, providing valuable insights and practical solutions for managing data ethically in modern marketing.

In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.