Marketing fashion : a global perspective

• Main Authors: Rath, Patricia Mink, 1930- (Author), Petrizzi, Richard (Author), Gill, Penny (Author)
• Format: Book
• Language: English
• Published: New York : Fairchild Books, c2012
• Subjects: móda; marketing; obchod; fashion; commerce; případové studie; case studies
• ISBN: 9781609010782
• Physical Description: xxi, 504 s. : barev. il. ; 26 cm

Table of 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