Paramètres
- 504pages
- 18 heures de lecture
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While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.
Achat du livre
Marketing fashion : a global perspective, Patricia Mink Rath, Richard Petrizzi, Penny Gill
- Langue
- Année de publication
- 2012
Modes de paiement
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- Titre
- Marketing fashion : a global perspective
- Langue
- Anglais
- Auteurs
- Patricia Mink Rath, Richard Petrizzi, Penny Gill
- Éditeur
- Fairchild Books
- Publié
- 2012
- Pages
- 504
- ISBN10
- 1609010787
- ISBN13
- 9781609010782
- Séries
- Mots clés
- Nonfiction, Art / Culture, Commerce, Affaires & Gestion, Marketing & Ventes, Thématique de la mode, Mode, Marketing et relations publiques
- Description
- While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.