Marketing Fashion: A Global Perspective
Autor Penny Gill, Richard Petrizzi, Patricia Mink Rathen Limba Engleză Paperback – 23 iul 2012
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Specificații
ISBN-13: 9781609010782
ISBN-10: 1609010787
Pagini: 528
Dimensiuni: 205 x 255 x 32 mm
Greutate: 1.41 kg
Editura: Bloomsbury Publishing
Colecția Fairchild Books
Locul publicării:New York, United States
ISBN-10: 1609010787
Pagini: 528
Dimensiuni: 205 x 255 x 32 mm
Greutate: 1.41 kg
Editura: Bloomsbury Publishing
Colecția Fairchild Books
Locul publicării:New York, United States
Caracteristici
Engaging special features for class discussion, research, and individual and group projects, including case studies, "Fashion Marketing in Focus" boxes, "What Do You Think?" and "What's Your Point of View?"
Notă biografică
Patricia Mink Rath is a consultant in marketing education in Winnetka, Illinois. She teaches courses in consumer behavior, fashion merchandising, and retail buying.Richard Petrizzi is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art, Chicago. Penny Gill is is President of PWG Communications Inc., White Plains, NY.
Cuprins
Defining Fashion Marketing and How it WorksDeveloping and Maintaining Profitable Customer RelationshipsParticipating in the Global Fashion MarketplaceUnderstanding the Fashion Consumer and Business Buyer BehaviorBuilding a Fashion Marketing StrategyCreating a Company Marketing StrategyObtaining and Using Fashion Marketing InformationCreating the Right Relationships with Fashion Customers Focusing Marketing Mix Elements on the Fashion ConsumerBranding Strategies for Fashion Goods and ServicesDeveloping New Fashion Products and Monitoring their Life CyclesPricing: Identifying and Promoting Customer ValueFashion Marketing Channels and Supply Chain ManagementFashion Wholesaling and Retailing (from a Marketing Viewpoint)Communicating Fashion's Value through Promotion Promoting Fashion Goods and ServicesPromoting Fashion through Personal Selling and Direct MarketingFashion Advertising, Sales Promotion, and Public Relations
Descriere
The first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. It covers classic marketing theories and practices as they relate to design, topics such as market segmentation and market research and contemporary issues such as ethics and sustainability.