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    Mastering Fashion Marketing (Palgrave Masters) (Paperback) By (author) Tim Jackson, By (author) David Shaw

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    DescriptionThis 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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  • Full bibliographic data for Mastering Fashion Marketing

    Mastering Fashion Marketing
    Authors and contributors
    By (author) Tim Jackson, By (author) David Shaw
    Physical properties
    Format: Paperback
    Number of pages: 400
    Width: 157 mm
    Height: 234 mm
    Thickness: 22 mm
    Weight: 595 g
    ISBN 13: 9781403919021
    ISBN 10: 140391902X

    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.3
    BIC E4L: BEA
    B&T Merchandise Category: TXT
    B&T Modifier: Region of Publication: 01
    B&T Modifier: Academic Level: 05
    BIC subject category V2: KJS
    LC subject heading:
    B&T Modifier: Subject Development: 10
    B&T General Subject: 180
    Ingram Subject Code: BE
    BIC subject category V2: KNSX
    Libri: I-BE
    B&T Approval Code: A48500300
    B&T Modifier: Text Format: 06
    LC subject heading:
    B&T Approval Code: A97603600
    Warengruppen-Systematik des deutschen Buchhandels: 27860
    BISAC V2.8: BUS043000, BUS057000, BUS070050, BUS070090
    DC22: 746.9/20688, 746.920688, 391.00688
    LC classification: HD9940.A2 .J33 2009
    Thema V1.0: KJS, KNS
    Illustrations note
    22 black & white tables, 7 graphs, 17 figures, 1 maps
    Palgrave USA
    Imprint name
    Palgrave MacMillan
    Publication date
    15 February 2009
    Publication City/Country
    Author Information
    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.
    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