Promotion in the Merchandising Environment / Edition 2

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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.

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Editorial Reviews

Booknews
Swanson and Everett (both teach at Northern Arizona U.) have designed this undergraduate text around the twin themes of integrated marketing communications and the global nature of promotion. A wide variety of media are featured, including: print and broadcast advertising, direct marketing, sales promotion, publicity and public relations, personal selling, special shows, fashion shows, and visual merchandising. Advice and opinions of successful practices by professionals in the field are featured as part of each chapter. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781563675515
  • Publisher: Bloomsbury Academic
  • Publication date: 7/28/2007
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 560
  • Sales rank: 728,614
  • Product dimensions: 8.18 (w) x 10.26 (h) x 1.30 (d)

Meet the Author

Kristen K. Swanson teaches fashion merchandising at Northern Arizona University. Professional memberships include the American Collegiate Retailing Association, International Textiles and Apparel Association and the Travel Tourism Research Association. Judith Everett is Associate Professor of fashion merchandising at Northern Arizona University, where she has been a faculty member since 1979. She is an active member of the American Collegiate Retailing Association and The Fashion Group International.

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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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