Marketing Fashion

A Global Perspective

AvPenny Gill,Richard Petrizzi

Häftad, Engelska, 2012

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Beskrivning

While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketing explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.

Produktinformation

Utgivningsdatum:2012-07-24
Mått:205 x 255 x 34 mm
Vikt:1 402 g
Format:Häftad
Språk:Engelska
Antal sidor:528
Förlag:Bloomsbury Publishing PLC
ISBN:9781609010782

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Mer om författaren

Patricia Mink Rath is a consultant in marketing education in Winnetka, Illinois. She teaches courses in consumer behavior, fashion merchandising, and retail buying.Richard Petrizzi is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art, Chicago. Penny Gill is is President of PWG Communications Inc., White Plains, NY.

Innehållsförteckning

Defining Fashion Marketing and How it WorksDeveloping and Maintaining Profitable Customer RelationshipsParticipating in the Global Fashion MarketplaceUnderstanding the Fashion Consumer and Business Buyer BehaviorBuilding a Fashion Marketing StrategyCreating a Company Marketing StrategyObtaining and Using Fashion Marketing InformationCreating the Right Relationships with Fashion Customers Focusing Marketing Mix Elements on the Fashion ConsumerBranding Strategies for Fashion Goods and ServicesDeveloping New Fashion Products and Monitoring their Life CyclesPricing: Identifying and Promoting Customer ValueFashion Marketing Channels and Supply Chain ManagementFashion Wholesaling and Retailing (from a Marketing Viewpoint)Communicating Fashion's Value through Promotion Promoting Fashion Goods and ServicesPromoting Fashion through Personal Selling and Direct MarketingFashion Advertising, Sales Promotion, and Public Relations