Tim Jackson, David Shaw

Mastering Fashion Marketing (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury UK eBooks
• Seitenzahl: 240
• Erscheinungstermin: 16. September 2017
• Englisch
• ISBN-13: 9781137092717
• Artikelnr.: 47897918

Autorenporträt

TIM JACKSON is Principal Lecturer at the London College of Fashion, UK, specialising in luxury brand management, fashion buying and marketing.

Inhaltsangabe

Introduction
The Customer and Fashion Consumption
Marketing Research and Information for Fashion
Fashion Segmentation, Targeting and Positioning (STP)
Marketing Mix: The Fashion Product
Marketing Mix: Pricing in Fashion
Marketing Mix: Promotion and Marketing Communications
Marketing Mix: Place Channels of Distribution and Service
Branding in Fashion and Luxury
New Approaches to Fashion Marketing
Strategic and Tactical Planning in Fashion Marketing
Glossary
Index.