Fashion marketing and communication : theory and practice across the fashion industry / Olga Mitterfellner.
Material type:
TextPublisher: London : Routledge, 2020Description: xvii, 195 pages : illustrations (black and white) ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781138323094 (pbk.) :Subject(s): Fashion merchandising | Advertising -- Fashion | Clothing trade | Communication in marketing | Branding (Marketing) | Beauty and Fashion | Beauty and FashionDDC classification: 746.9'2'0688 Summary: 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.
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 746.920688 MIT (Browse shelf(Opens below)) | Available | 06726356 |
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| 746.920688 KOU Fashion retailing : from managing to merchandising / | 746.920688 KOU Fashion retailing : from managing to merchandising / | 746.920688 KOU Fashion retailing : from managing to merchandising / | 746.920688 MIT Fashion marketing and communication : theory and practice across the fashion industry / | 746.920688 SHA Fashion buying : from trend forecasting to shop floor / | 746.920688 SHA Fashion buying : from trend forecasting to shop floor / | 746.920688 SHA Fashion buying : from trend forecasting to shop floor / |
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.
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