000			01805cam a2200277Ii 4500
999			_c11597 _d11597
001			918789074
008			150422s2015 enka b 001 0 eng d
020			_a9781780675664 _q(pbk.)
020			_a1780675666 _q(pbk.)
040			_aCDX _beng _erda _cCDX _dYDXCP _dBTCTA _dBDX _dOCLCO _dOCLCF _dSINLB _dLTSCA _dNGU _dOMB _dOCLCQ
050		4	_aHD9940.A2 _bP67 2015
082	0	4	_a391.00 _222
100	1		_aPosner, Harriet, _eauthor
245	1	0	_aMarketing fashion : _bstrategy, branding and promotion / _cHarriet Posner
250			_aSecond edition
264		1	_aLondon : _bLaurence King Publishing, _c2015
300			_a240 pages : _bcolor illustrations ; _c26 cm
336			_atext _btxt _2rdacontent
500			_aIndex bibliographical reference and index
520			_a"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
650		0	_aFashion merchandising
650		0	_aClothing trade
650		0	_aBranding (Marketing)
650		0	_aAdvertising _xFashion
942			_2ddc _cBK