Marketing fashion : strategy, branding and promotion 2 ed. / Harriet Posner.

Format:

Book

Author/Creator:

Posner, Harriet, author.

Language:

English

Subjects (All):

Fashion merchandising.

Physical Description:

1 online resource (240 p.)

Edition:

2nd ed.

Place of Publication:

London : Laurence King Publishing, 2015.

Contents:

Introduction; What is in this book?; How the book is structured; Who is this book for?; 1) The Fashion Market; Fashion market sectors; Fashion market levels; The global fashion market; What is marketing?; Marketing definitions; Crowdfunding; 2) Marketing Strategy; What is marketing strategy?; The marketing mix; Changing the Ps to Cs; STP marketing strategy; 3) Research and Planning; Marketing research; Market research; Market research methods; Market trends; Planning and strategy; 4) Understanding the Customer; Customer segmentation; Defining the consumer; Creating a customer profile

5) Introduction to BrandingDefining a brand; The purpose of branding; Developing and managing brand identity; Brand strategy and management; 6) Fashion Promotion; The promotional mix; Fashion advertising and digital campaigns; Sales promotion; Fashion PR and publicity; Measuring campaign effectiveness; Personal selling; 7) Careers in Fashion Marketing; Professional skills; Career choices; Work placements and internships; Further reading; Trade publications and magazines; Quotation references; Useful addresses; Additional resources; Glossary; Index; Picture credits; Acknowledgements

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on online resource; title from PDF title page (ebrary, viewed March 15, 2016).

ISBN:

9781780678061 (Ebook)