Business & Economics Books:

Mastering Fashion Marketing

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$113.00
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Description

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. Appropriate for undergraduate and postgraduate fashion, retailing and business degrees, it is also a valuable read for practitioners seeking knowledge and understanding of fashion marketing.

Table of Contents

Introduction - The Customer and Fashion Consumption - Marketing Research and Information for Fashion - Marketing Mix: The Fashion Product - Marketing Mix: Pricing - Marketing Mix: Promotion and Marketing Communications - Marketing Mix: Place - Fashion Channels and Service - Segmentation, Targeting and Positioning - New Approaches to Marketing: Emotional Branding and Guerilla Marketing - Branding in Fashion and Luxury - Strategic and Tactical Planning in Fashion Marketing - Glossary - Index

Author Biography

TIM JACKSON is Principal Lecturer at the London College of Fashion, UK, and Chair of their Fashion Management Group. He is a member of the editorial panel of The Journal of Fashion Marketing and Management and regularly comments on fashion business issues in the media. He has experience of working in retail management, buying and merchandising for a number of companies including Jaeger. DAVID SHAW is Senior Lecturer in Marketing and Retailing at the London College of Fashion, UK. He has worked from shop floor to director level for many of the UK's greatest fashion companies inclu

Author Biography:

TIM JACKSON is Principal Lecturer at the London College of Fashion, UK, and Chair of their Fashion Management Group. He is a member of the editorial panel of The Journal of Fashion Marketing and Management and regularly comments on fashion business issues in the media. He has experience of working in retail management, buying and merchandising for a number of companies including Jaeger. DAVID SHAW is Senior Lecturer in Marketing and Retailing at the London College of Fashion, UK. He has worked from shop floor to director level for many of the UK's greatest fashion companies inclu
Release date NZ
December 22nd, 2008
Audiences
  • Postgraduate, Research & Scholarly
  • Undergraduate
Country of Publication
United Kingdom
Illustrations
240 p.
Imprint
Red Globe Press
Pages
240
Publisher
Bloomsbury Publishing PLC
Dimensions
156x234x21
ISBN-13
9781403919021
Product ID
2618267

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