Promotion in the Merchandising Environment / Edition 2

Promotion in the Merchandising Environment / Edition 2

by Kristen K. Swanson, Judith C. Everett
     
 

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ISBN-10: 156367551X

ISBN-13: 9781563675515

Pub. Date: 07/28/2007

Publisher: Bloomsbury Academic

Promotion is a key element at each step of the merchandising process. Advertising, direct marketing, public relations, special events, and visual merchandising all work together to communicate the same message about a product, brand, or organization to the end user. Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion

Overview

Promotion is a key element at each step of the merchandising process. Advertising, direct marketing, public relations, special events, and visual merchandising all work together to communicate the same message about a product, brand, or organization to the end user. Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion and describes the promotion tools available for creating successful campaigns. The book focuses on the comprehensive nature of promotion in the merchandising environment of fashion and related goods, emphasizing the changing nature of promotion in a global marketplace by using international examples. This book also introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. The text examines all the components of the promotion mix, considering both personal and nonpersonal techniques.

Product Details

ISBN-13:
9781563675515
Publisher:
Bloomsbury Academic
Publication date:
07/28/2007
Edition description:
Older Edition
Pages:
560
Product dimensions:
8.18(w) x 10.26(h) x 1.30(d)

Table of Contents

Role and Structure of Promotion
Promotion: A Global Perspective
Consumer Behavior
Promotion Organization
Promotional Aspects of Fashion Forecasting
Promotion Planning
Promotion Budgets
Social Impact and Ethical Concerns
Promotion Mix
Advertising and the Creative Process
Print Media
Broadcast Media
Direct Marketing and Interactive Media
Sales Promotion
Public Relations
Special Events
Fashion Shows
Visual Merchandising
Personal Selling

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