Marketing fashion : strategy, branding and promotion /

Marketing fashion : strategy, branding and promotion /

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Bibliographic Details
Author / Creator:	Posner, Harriet, author.
Edition:	Second edition.
Imprint:	London : Laurence King Publishing, 2015. ©2015
Description:	1 online resource (240 pages) : illustrations
Language:	English
Subject:	Fashion merchandising. Clothing trade. Branding (Marketing) Advertising -- Fashion. Advertising -- Fashion. Branding (Marketing) Clothing trade. Fashion merchandising. Electronic books.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/11908462

Hidden Bibliographic Details
ISBN:	9781780678061 1780678061 9781780675664 1780675666
Notes:	Includes bibliographical references and index. Print version record.
Summary:	"Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry."--Publisher's website.
Other form:	Print version: Posner, Harriet. Marketing fashion. Second edition 9781780675664

Table of Contents:

The Fashion Market
Marketing Strategy
Research and Planning
Understanding the Customer
Introduction to Branding
Fashion Promotion
Careers in Fashion Marketing.