Название: Marketing Fashion: Strategy, Branding and Promotion
Автор: Harriet Posner
Издательство: Laurence King Publishing
Год: 2015
Формат: pdf
Страниц: 241
Размер: 46,57 Мб
Язык: английский

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.