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Marketing fashion / Harriet Posner.
Series: Portfolio (Laurence King Publishing)Publication details: London : Laurence King, 2011.Description: 224 p. : ill. (chiefly col.) ; 26 cmISBN:- 9781856697231 (pbk.) :
- 1856697231 (pbk.) :
- HF5439.C6 P68 2011
Contents:
Summary: Marketing Fashion' is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. It explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry.
1. Structure of the fashion market -- 2. The marketing toolkit -- 3. Research and planning -- 4. Understanding the customer -- 5. Introduction to branding -- 6. Fashion promotion -- 7. Careers in fashion marketing.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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American University in Dubai | American University in Dubai | Main Collection | HF 5439 .C6 P68 2011 (Browse shelf(Opens below)) | Available | 5089851 |
Marketing Fashion' is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. It explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry.
1. Structure of the fashion market -- 2. The marketing toolkit -- 3. Research and planning -- 4. Understanding the customer -- 5. Introduction to branding -- 6. Fashion promotion -- 7. Careers in fashion marketing.
Includes bibliographical references (p. 212) and index.
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