Mastering Fashion Marketing

Häftad, Engelska, 2008

639 kr

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This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.

Produktinformation

Utgivningsdatum2008-12-22
Mått156 x 234 x 22 mm
Vikt620 g
FormatHäftad
SpråkEngelska
SerieBloomsbury Master Series
Antal sidor240
FörlagBloomsbury Publishing PLC
ISBN9781403919021

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Tim Jackson is Principal Lecturer at the London College of Fashion specialising in luxury brand management, fashion buying and marketing. Tim had previously worked in fashion retail management and buying for a number of UK brands including Burton, Jaeger, Dash and Harrods. He consults on fashion branding and writes as both a journalist and academic researcher on fashion businessDavid Shaw is one of the UK's leading fashion marketing& retailing academics and writers, working freelance with many international universities including the Institute Marangoni and The Dublin Institute of Technology. He has worked from shop floor to director level for many of the UK's largest fashion companies including Bhs, Debenhams, Top Shop and BurtonThey are authors of Mastering Fashion Buying and Merchandising Management

IntroductionThe Customer and Fashion ConsumptionMarketing Research and Information for FashionFashion Segmentation, Targeting and Positioning (STP)Marketing Mix: The Fashion ProductMarketing Mix: Pricing in FashionMarketing Mix: Promotion and Marketing CommunicationsMarketing Mix: Place Channels of Distribution and ServiceBranding in Fashion and LuxuryNew Approaches to Fashion MarketingStrategic and Tactical Planning in Fashion MarketingGlossaryIndex.