Olga Mitterfellner (UK London College of Fashion)

Fashion Marketing and Communication

Theory and Practice Across the Fashion Industry

• Broschiertes Buch

Produktbeschreibung

This book draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.

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Produktdetails

• Mastering Fashion Management
• Verlag: Taylor & Francis Ltd
• Seitenzahl: 214
• Erscheinungstermin: 14. November 2019
• Englisch
• Abmessung: 237mm x 155mm x 15mm
• Gewicht: 346g
• ISBN-13: 9781138323094
• ISBN-10: 1138323098
• Artikelnr.: 58310482

Autorenporträt

Olga Mitterfellner is an internationally experienced fashion marketing professional and Senior Lecturer in Fashion Business Management at the University of Westminster, UK.

Inhaltsangabe

1. Fashion marketing from a historical perspective: early days of
advertising and consumerism 2. Fashion promotion and public relations 3.
The Marketing Mix and communications tools 4. Creating the marketing
message: branding and marketing communications 5. Social media, blogs and
opinion-leaders: who is leading your opinion? 6. Target market and
segmentation 7. Target marketing and the international consumer: coding and
decoding brand messages 8. Brand communication at the point-of-sale:
sensory branding 9. A critical look at advertising: brands selling hopes,
dreams and objectification 10. The future of fashion marketing: trends and
opportunities