Posner, Harriet,
Marketing fashion : strategy, branding and promotion / Harriet Posner - Second edition - 240 pages : color illustrations ; 26 cm
Index bibliographical reference and index
"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
9781780675664 1780675666
Fashion merchandising
Clothing trade
Branding (Marketing)
Advertising--Fashion
HD9940.A2 / P67 2015
391.00
Marketing fashion : strategy, branding and promotion / Harriet Posner - Second edition - 240 pages : color illustrations ; 26 cm
Index bibliographical reference and index
"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
9781780675664 1780675666
Fashion merchandising
Clothing trade
Branding (Marketing)
Advertising--Fashion
HD9940.A2 / P67 2015
391.00