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Marketing fashion : a global perspective / Patricia Mink Rath, Richard Petrizzi, Penny Gill.

By: Rath, Patricia MinkContributor(s): Petrizzi, Richard | Gill, PennyMaterial type: TextTextPublication details: New York : Fairchild Books, c2012Description: xxi, 504 p. : col. ill. ; 26 cmISBN: 9781609010782 (pbk.); 1609010787 (pbk.)Subject(s): Fashion merchandisingDDC classification: 687.0688 LOC classification: HD9940.A2 | R38 2012
Contents:
Pt 1. Defining fashion marketing and how it works. Developing and maintaining profitable customer relationships ; Participating in the global fashion marketplace ; Understanding fashion consumer and business buyer behavior Pt. 2. Building a fashion marketing strategy. Creating a company marketing strategy ; Obtaining and using fashion marketing information ; Creating the right relationships with fashion customers Pt. 3. Focusing marketing mix elements on the fashion consumer. Branding strategies for fashion goods and services ; Developing new fashion products and monitoring their life cycles ; Pricing : identifying and promoting customer value ; Fashion marketing channels and supply chain management ; Fashion wholesaling and retailing Pt. 4. Communicating fashion's value through promotion. Promoting fashion goods and services ; Promoting fashion through personal setting and direct marketing ; Fashion advertising, sales promotion, and public relations.
Holdings
Item type Current library Home library Shelving location Class number Status Date due Barcode Item reservations
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 687.0688 RAT (Browse shelf(Opens below)) Available 06219187
Total reservations: 0

Includes bibliographical references (p. 480-481) and index.

Pt 1. Defining fashion marketing and how it works. Developing and maintaining profitable customer relationships ; Participating in the global fashion marketplace ; Understanding fashion consumer and business buyer behavior Pt. 2. Building a fashion marketing strategy. Creating a company marketing strategy ; Obtaining and using fashion marketing information ; Creating the right relationships with fashion customers Pt. 3. Focusing marketing mix elements on the fashion consumer. Branding strategies for fashion goods and services ; Developing new fashion products and monitoring their life cycles ; Pricing : identifying and promoting customer value ; Fashion marketing channels and supply chain management ; Fashion wholesaling and retailing Pt. 4. Communicating fashion's value through promotion. Promoting fashion goods and services ; Promoting fashion through personal setting and direct marketing ; Fashion advertising, sales promotion, and public relations.

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