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

By:

Posner, Harriet [author.]

Material type: Text

TextPublisher: London : Laurence King Publishing, 2015Copyright date: �2015Edition: Second editionDescription: 1 online resource (240 pages) : illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781780678061
1780678061

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: Print version:: Marketing fashion.DDC classification:

391.00688 POS 2015 23

LOC classification:

HD9940.A2 P67 2015eb

Online resources:

Click here to access online

Contents:

The Fashion Market -- Marketing Strategy -- Research and Planning -- Understanding the Customer -- Introduction to Branding -- Fashion Promotion -- Careers in Fashion Marketing.

Summary: "Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry."--Publisher's website.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Electronic Book	FIRST CITY UNIVERSITY COLLEGE	FIRST CITY UNIVERSITY COLLEGE	Online Resources	391.00688 POS 2015 (Browse shelf(Opens below))	e-book		e00411

Total holds: 0

Includes bibliographical references and index.

The Fashion Market -- Marketing Strategy -- Research and Planning -- Understanding the Customer -- Introduction to Branding -- Fashion Promotion -- Careers in Fashion Marketing.

"Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry."--Publisher's website.

Print version record.

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