Promotion in the Merchandising Environment - Hardcover

Swanson, Kristen K.; Everett, Judith C.

Hardcover

ISBN 10: 1563671050 ISBN 13: 9781563671050

Verlag: Fairchild Books, 1999

Inhaltsangabe

This comprehensive guide introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. Using international examples, the book takes a global perspective. An Integrated Marketing Communications (IMC) point of view is present throughout. In addition to covering the role and organisational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.

Über diesen Titel

Über die Autorin bzw. den Autor

Kristen K. Swanson teaches fashion merchandising at Northern Arizona University. Professional memberships include the American Collegiate Retailing Association, International Textiles and Apparel Association and the Travel Tourism Research Association. Judith Everett is Associate Professor of fashion merchandising at Northern Arizona University, where she has been a faculty member since 1979. She is an active member of the American Collegiate Retailing Association and The Fashion Group International.

Details zur Ausgabe

• Verlag: Fairchild Books
• Erscheinungsdatum: 1999
• Sprache: Englisch
• ISBN 10: 1563671050
• ISBN 13: 9781563671050
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 587
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar