Mastering fashion marketing

• Main Authors: Jackson, Tim, 1963- (Author), Shaw, David, 1947- (Author)
• Format: Book
• Language: English
• Published: Basingstoke [England] ; New York : Palgrave Macmillan, 2009
• Series: Palgrave master series
• Subjects: marketing módy; marketing; móda; obchodní značky; reklama a propagace; fashion; brand name products; advertising; monografie; případové studie; monographs; case studies
• ISBN: 9781403919021 1-4039-1902-X
• Physical Description: xviii, 376 s. : il. ; 24 cm

Table of Contents:

• The customer and fashion consumption
• Marketing research and information for fashion
• Fashion segmentation, targeting and positioning (STP)
• Marketing mix : the fashion product
• Marketing mix : pricing in fashion
• Marketing mix : promotion and marketing communications
• Marketing mix : place & channels of distribution and service
• Branding in fashion and luxury
• New approaches to fashion marketing
• Strategic and tactical planning in fashion marketing