Mastering Fashion Marketing

Overview

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 ...

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Mastering Fashion Marketing

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Overview

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

  • ISBN-13: 9781403919021
  • Publisher: Palgrave Macmillan
  • Publication date: 3/31/2009
  • Series: Palgrave Master Series
  • Edition description: New Edition
  • Pages: 240
  • Product dimensions: 6.10 (w) x 9.20 (h) x 1.00 (d)

Meet the Author

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
• Marketing Mix: the Fashion Product
• Marketing Mix: Pricing
• Marketing Mix: Promotion and Marketing Communications
• Marketing Mix: Place - Fashion Channels and Service
• Segmentation, Targeting and Positioning
• New Approaches to Marketing: Emotional Branding and Guerilla Marketing
• Branding in Fashion and Luxury
• Strategic and Tactical Planning in Fashion Marketing
• Glossary
• Index

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