Mastering Fashion Marketing

Mastering Fashion Marketing

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Description

This is the first book 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 organisations, providing unique insights into the reality of fashion marketing. Appropriate for undergraduate and postgraduate fashion, retailing and business degrees, it is also a valuable read for practitioners seeking knowledge and understanding of fashion marketing.

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Product details

  • Paperback | 400 pages
  • 156 x 230 x 26mm | 580.6g
  • Palgrave USA
  • Palgrave MacMillan
  • Gordonsville, United States
  • English
  • 22 black & white tables, 7 graphs, 17 figures, 1 maps
  • 140391902X
  • 9781403919021
  • 103,467

About David Shaw

Tim Jackson is a Senior Lecturer in Marketing at the London College of Fashion. He has experience of working in retail management, buying and merchandising for a number of companies including Jaeger, Dash and the Burton Group PLC. David Shaw has held both commercial and academic posts in the fashion industry. He lectures at the London College of Fashion and is Managing Director of The Marketing Mixture.

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Table of contents

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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