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HOLISTIC MARKETING IN THE FASHION INDUSTRY OF UKRAINE

Journal: Scientia fructuosa (Vol.133, No. 5)

Publication Date:

Authors : ;

Page : 68-76

Keywords : holistic marketing; relationship marketing; integrated marketing; inter­nal marketing; retail network; social and ethical marketing; fashion industry; corporate social responsibility;

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Abstract

The problems of the fashion industry development in the context of the recognition of the pandemic throughout the world are identified. An empirical study of the imple­mentation of holistic marketing by national and international retail chains of the fashion industry in Ukraine, associated with medium-sized businesses, has been carried out. It has been proven that for Ukrainian consumers the most important characteristic of social responsibility in a trading company is the quality of goods and the level of service that create a business reputation. The results of the study of the impact of quarantine on the development of retail chains in the Ukrainian fashion industry are presented.

Last modified: 2021-07-06 20:02:45