Fashion marketing and communication : theory and practice across the fashion industry /
Mitterfellner, Olga, 1978-
Fashion marketing and communication : theory and practice across the fashion industry / Olga Mitterfellner. - xvii, 195 pages : illustrations (black and white) ; 24 cm
Includes bibliographical references and index.
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.
Specialized.
9781138323094 (pbk.) : £34.99 No price
Fashion merchandising.
Advertising--Fashion.
Clothing trade.
Communication in marketing.
Branding (Marketing)
Beauty and Fashion.
Beauty and Fashion.
746.9'2'0688
Fashion marketing and communication : theory and practice across the fashion industry / Olga Mitterfellner. - xvii, 195 pages : illustrations (black and white) ; 24 cm
Includes bibliographical references and index.
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.
Specialized.
9781138323094 (pbk.) : £34.99 No price
Fashion merchandising.
Advertising--Fashion.
Clothing trade.
Communication in marketing.
Branding (Marketing)
Beauty and Fashion.
Beauty and Fashion.
746.9'2'0688