| Edition |
Second edition. |
| Description |
1 online resource (240 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The Fashion Market -- Marketing Strategy -- Research and Planning -- Understanding the Customer -- Introduction to Branding -- Fashion Promotion -- Careers in Fashion Marketing. |
| Summary |
"Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry."--Publisher's website. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Fashion merchandising.
|
|
Fashion merchandising. |
|
Clothing trade.
|
|
Clothing trade. |
|
Branding (Marketing)
|
|
Branding (Marketing) |
|
Advertising -- Fashion.
|
|
Advertising -- Fashion. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Posner, Harriet. Marketing fashion. Second edition 9781780675664 (OCoLC)918789074 |
| ISBN |
9781780678061 (electronic book) |
|
1780678061 (electronic book) |
|
9781780675664 (paperback) |
|
1780675666 (paperback) |
|
