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Mastering Fashion Marketing

Author(s):
Publisher:

Red Globe Press

Pages: 240
Series:

Macmillan Master Series

Downloads:

Flyer

Further Actions:

Recommend to library

AVAILABLE FORMATS

Paperback - 9781403919021

22 December 2008

AU$60.95

In stock

Ebook - 9781137092717

16 September 2017

AU$60.95

All prices are shown including Tax

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...

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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.

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Innovatively applies marketing theory to fashion practice Contains contributions from leading fashion industry practitioners Includes examples from the industry and contemporary fashion case studies Has a lively and attractive writing style with an easy to read layout

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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Tim Jackson is Principal Lecturer at the London College of Fashion specialising in luxury brand management, fashion buying and marketing. Tim had previously worked in fashion retail management and buying for a number of UK brands including Burton, Jaeger, Dash and Harrods. He consults on fashion branding and writes as both a journalist and academic researcher on fashion business

David Shaw is one of the UK's leading fashion marketing& retailing academics and writers, working freelance with many international universities including the Institute Marangoni and The Dublin Institute of Technology. He has worked from shop floor to director level for many of the UK's largest fashion companies including Bhs,...

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Tim Jackson is Principal Lecturer at the London College of Fashion specialising in luxury brand management, fashion buying and marketing. Tim had previously worked in fashion retail management and buying for a number of UK brands including Burton, Jaeger, Dash and Harrods. He consults on fashion branding and writes as both a journalist and academic researcher on fashion business

David Shaw is one of the UK's leading fashion marketing& retailing academics and writers, working freelance with many international universities including the Institute Marangoni and The Dublin Institute of Technology. He has worked from shop floor to director level for many of the UK's largest fashion companies including Bhs, Debenhams, Top Shop and Burton

They are authors of Mastering Fashion Buying and Merchandising Management

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