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Mastering Fashion Marketing (Palgrave Master Series)

Jackson, Tim; Shaw, David

Verlag: Palgrave Macmillan, 2009
ISBN 10: 140391902X / ISBN 13: 9781403919021
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Titel: Mastering Fashion Marketing (Palgrave Master...

Verlag: Palgrave Macmillan

Erscheinungsdatum: 2009

Einband: Soft cover

Zustand: New

Beschreibung:

Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Introduction * The Customer and Fashion Consumption * Marketing Research and Information for Fashion * Marketing Mix: the Fashion Product * Marketing Mix: Pricing * Marketing Mix: Promotion and Marketing Communications * Marketing Mix: Place - Fashion Channels and Service * Segmentation, Targeting and Positioning * New Approaches to Marketing: Emotional Branding and Guerilla Marketing * Branding in Fashion and Luxury * Strategic and Tactical Planning in Fashion Marketing * Glossary * Index Introduction * The Customer and Fashion Consumption * Marketing Research and Information for Fashion * Marketing Mix: the Fashion Product * Marketing Mix: Pricing * Marketing Mix: Promotion and Marketing Communications * Marketing Mix: Place - Fashion Channels and Service * Segmentation, Targeting and Positioning * New Approaches to Marketing: Emotional Branding and Guerilla Marketing * Branding in Fashion and Luxury * Strategic and Tactical Planning in Fashion Marketing * Glossary * Index. Buchnummer des Verkäufers ABE_book_new_140391902X

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Inhaltsangabe: This is the first book 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 organisations, providing unique insights into the reality of fashion marketing. Appropriate for undergraduate and postgraduate fashion, retailing and business degrees, it is also a valuable read for practitioners seeking knowledge and understanding of fashion marketing.

Über den Autor: Tim Jackson is a Senior Lecturer in Marketing at the London College of Fashion. He has experience of working in retail management, buying and merchandising for a number of companies including Jaeger, Dash and the Burton Group PLC. David Shaw has held both commercial and academic posts in the fashion industry. He lectures at the London College of Fashion and is Managing Director of The Marketing Mixture.

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