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The Why of the Buy: Consumer Behavior and Fashion Marketing - Bundle Book + Studio Access Card de Patricia Mink Rath

The Why of the Buy: Consumer Behavior and Fashion Marketing - Bundle Book + Studio Access Card

Autor Patricia Mink Rath, Stefani Bay, Penny Gill, Richard Petrizzi, Lorynn Divita
en Limba Engleză Quantity pack – 17 mai 2023
Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses, this text explains the motivation behind consumer choice and purchase written in a clear manner with industry examples. This text will cover updates in technology and social media, which have changed the landscape of the fashion market. Discussion of the pandemic, diversity, sustainability, and ethical practices are also included. Student activities, mini-projects, and brand new "Just-in-Case" case studies promote application of the text concepts for a complete understanding of The Why of the Buy. STUDIO Features Include:- Self-assessment quizzes to test yourself on what you have just read- Flashcards of key terms and concepts covered in the book Instructor Resources- Instructor's Guide to help incorporate the text into your classroom-The Test Bank includes sample test questions for each chapter- PowerPoint Slides for every chapter
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Specificații

ISBN-13: 9781501382284
ISBN-10: 1501382284
Ilustrații: 150 colour illus
Dimensiuni: 285 x 216 x 20 mm
Greutate: 1.17 kg
Ediția:3
Editura: Bloomsbury Publishing
Colecția Fairchild Books
Locul publicării:New York, United States

Caracteristici

Brand new "Brandnew"Cause and Effect" case studies showcasing cognitive biases in the decision making process to students, from both a consumer and retailer point of view

Notă biografică

Lorynn Divita is an associate professor of apparel merchandising in the Department of Human Sciences and Design at Baylor University, where she has been a member of faculty since 2002. She is the author of Fashion Forecasting 5th ed. (Bloomsbury) and numerous academic journal articles. Dr. Divita has presented her research nationally and internationally. Patricia Mink Rath, MS, is a consultant in marketing education in Winnetka, Illinois. Her fashion merchandising experience includes work as a retail executive in the fashion departments of specialty and department stores in the Chicago area, Boston, and San Francisco. She has taught college level courses in fashion marketing and merchandising, consumer behavior, retail buying and management, French culture and language for over three decades. Fluent in French, she has led fashion merchandising classes in Paris and Provence. Mink Rath has traveled in Europe, Central America, and Asia and gives illustrated lectures on fashion in both English and French. She is a lifetime member of the Alliance Francaise du North Shore, Association for Career and Technical Education (ACTE) and the Marketing Education Association (MEA).Stefani Bay, MA, ITAA, is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art - Chicago. Her interests include the psycho-social/cultural implications of dress and their connection to the formation of consumption patterns. She is currently a freelance writer and speaker, as well as owner and head designer of Stefani B jewelry. Bay previously owned and operated a chain of vertically integrated retail stores that sold her exclusive line of women's wear, and served as Public Relations Director for several upscale restaurant groups, all of which have enabled her to deliver experience-based education to her students. Penny Gill is a writer/editor and President of PWG Communications Inc. marketing communications consultants based in White Plains, New York. Her experience in both trade journalism and public relations/marketing communications encompasses the apparel/accessories, home furnishings, and retailing fields, among other industries. She has contributed to publications including Stores, HFN, Apparel Industry Magazine, and Furniture Today, and has provided PR/marketing communications services to clients in the fashion, healthcare, non-profit, and other fields, including Du Pont Textile Fibers division, Fisher-Price, National Retail Federation, and many others. She holds a BA from Sarah Lawrence College. Richard Petrizzi, MBA, is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art - Chicago. He is a member of the American Society for Training and Development (ASTD), the National Speakers Association (NSA), the International Textile and Apparel Association (ITAA), and Who's Who Among America's Teachers. Petrizzi's experiences as an entrepreneur, contract trainer, and administrator have provided him with a strong foundation for creating a results-driven and learner-centered pedagogical environment. His research interests include topics in communications, negotiations, consumer behavior, professional selling, and emotional intelligence.

Cuprins

PrefaceAcknowledgmentsIntroductionPart I: We Are All ConsumersChapter 1 Why Is Consumer Behavior Important to the Fields of Fashion and Design?Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working RelationshipPart II: Internal Factors Influence Fashion ConsumersChapter 3 How Fashion Consumers Perceive, Learn, and RememberChapter 4 Motivation and the Fashion ConsumerChapter 5 Attitude and the Fashion ConsumerChapter 6 Personality and the Fashion ConsumerPart III: External Factors Influence Fashion ConsumersChapter 7 Age, Family, and Life Cycle InfluencesChapter 8 Social Influences on Fashion ConsumersChapter 9 Demographics, Psychographics, and the Fashion ConsumerPart IV: How Fashion Marketers Communicate and Consumers DecideChapter 10 How Marketers Obtain and Use Consumer InformationChapter 11 Social Media and the Fashion ConsumerChapter 12 Consumer Decision MakingChapter 13 How Fashion Consumers BuyChapter 14 Global Consumers of Fashion and DesignPart V: Fashion Consumers and Responsible CitizenshipChapter 15 How Ethics and Social Responsibility Impact Consumer BehaviorChapter 16 The Role of Government for Fashion ConsumersGlossaryCreditsIndex