TY  - BOOK
AU  - Mitterfellner,Olga
TI  - Fashion marketing and communication: theory and practice across the fashion industry 
SN  - 9781138323094 (pbk.) :
U1  - 746.9'2'0688 23
PY  - 2020///
CY  - London
PB  - Routledge
KW  - Fashion merchandising
KW  - Advertising
KW  - Fashion
KW  - Clothing trade
KW  - Communication in marketing
KW  - Branding (Marketing)
KW  - Beauty and Fashion
KW  - eflch
KW  - ukslc
N1  - Includes bibliographical references and index; Specialized
N2  - 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
ER  -