Mastering Fashion Marketing
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Mastering Fashion Marketing

4.15 (19 ratings by Goodreads)
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Description

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.show more

Product details

  • Paperback | 240 pages
  • 156 x 230 x 26mm | 580.6g
  • Palgrave USA
  • Palgrave MacMillan
  • Gordonsville, United States
  • English
  • biography
  • 140391902X
  • 9781403919021
  • 121,633

About Tim Jackson

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 Managementshow more

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.show more

Rating details

19 ratings
4.15 out of 5 stars
5 37% (7)
4 47% (9)
3 11% (2)
2 5% (1)
1 0% (0)
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