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Fashion Marketing.

Fashion Marketing.

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  • ISBN:9781405139533
  • Editorial: Blackwell Publishers
  • Fecha de la edición:
  • Número de la edición: 3
  • Encuadernación:Rústica
  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:224
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Marketing is now a firmly established element of most fashion and clothing courses. This book was written to satisfy students' requirements and has a number of special features that make it essential reading for anyone involved in the fashion and clothing sectors of business. The new edition has been updated throughout with additional content on international dimensions, such as international branding and international sourcing. More emphasis is placed on relationship marketing. Some elements of logistics and supply chain management are included and the role of the internet is discussed.

Part A: Understanding Fashion Marketing - An introduction to fashion marketing; The fashion market and the marketing environment; Part B: Understanding and Researching the Fashion Purchaser - The fashion consumer and organizational buyer; Fashion marketing research; Part C: Target Marketing and Managing the Fashion Marketing Mix - Segmentation and the marketing mix; Designing and marketing fashion products; Pricing garments and fashion services; Fashion distribution; Fashion marketing communication; Fashion marketing planning; Glossary of fashion marketing terms.

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