Mastering fashion marketing
著者
書誌事項
Mastering fashion marketing
（Palgrave master series）
Palgrave Macmillan, 2009
大学図書館所蔵 件 / 全4件
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注記
Includes index
内容説明・目次
内容説明
This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.
目次
Introduction.- 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.- Glossary.- Index.
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