Marketing fashion : strategy, branding and promotion /
"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...
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| Online Access: |
Full text (MCPHS users only) |
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| Main Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
Laurence King Publishing,
2015
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| Edition: | Second edition. |
| Subjects: | |
| Local Note: | ProQuest Ebook Central |
| 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 |
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| Physical Description: | 1 online resource (240 pages) : illustrations |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781780678061 1780678061 |
| Source of Description, Etc. Note: | Print version record. |
