BN.com Gift Guide

Promotion in the Merchandising Environment / Edition 2

Hardcover (Print)
Rent
Rent from BN.com
$19.09
(Save 83%)
Est. Return Date: 01/19/2015
Buy Used
Buy Used from BN.com
$73.31
(Save 36%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $28.98
Usually ships in 1-2 business days
(Save 74%)
Other sellers (Hardcover)
  • All (13) from $28.98   
  • New (5) from $102.21   
  • Used (8) from $28.98   

Overview

The third edition of Promotion in the Merchandising Environment explains the process of promotion and describes the promotion tools available for creating successful campaigns. This edition focuses on the comprehensive nature of promotion in the merchandising environment of fashion and related goods, emphasizing online retailing, interactive and social media and the overall impact of the technology on all areas of promotion. Swanson and Everett combine coverage of print and broadcast media in a traditional media chapter, with greater emphasis on the rise of digital media in retail advertisement and promotion. With updated examples of retail advertisement and promotion activities and concepts in each chapter plus new, full color artwork throughout the book, readers will gain a full understanding of how to create a successful promotion campaign for retail merchandising products.

New to This Edition:
- Updated chapter opening vignettes and supporting color images of current and timeless examples
- New Chapter 3 “Tools of Creativity” explains how the principles and elements of design are used in promotional activities and illuminates the creative relationship between the fashion retailer and advertising agencies
- New Chapter 8 “Digital Media” covers interactive online retailing and social media such as Facebook, Twitter, Instagram, and Pinterest and the overall impact of the internet on all areas of promotion
- 60% new photos and advertisements plus updated charts and graphs
- New illustrated case study boxes in each chapter
- “Ethical Issues” and “Social Impact” sidebars throughout chapters
- Streamlined coverage from 17 to 14 chapters makes text more concise

Read More Show Less

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)
Read More Show Less

Product Details

  • ISBN-13: 9781563675515
  • Publisher: Bloomsbury Academic
  • Publication date: 7/28/2007
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 560
  • Sales rank: 513,982
  • Product dimensions: 8.18 (w) x 10.26 (h) x 1.30 (d)

Meet the Author

Kristen K. Swanson is a Professor of Merchandising in the School of Communication at Northern Arizona University, US.
Judith C. Everett is Emeritus Professor of Merchandising in the School of Communication at Northern Arizona University, US.

Read More Show Less

Table of Contents

Preface xix
Part 1 Role of Promotion
1 Promotion: a Global Perspective 2
2 Consumer Behavior 28
Part 2 Promotion Structure
3 Promotion Organizations 60
4 Planning 90
5 Budget 116
6 Promotional Aspects of Forecasting 148
Part 3 Promotion Mix
7 Advertising and the Creative Process 178
8 Print Media 216
9 Broadcast Media 260
10 Direct Marketing 286
11 Sales Promotion 326
12 Publicity and Public Relations 354
13 Personal Selling 382
14 Special Events 410
15 Fashion Shows 436
16 Visual Merchandising 464
Part 4 Evaluation and Accountability
17 Measuring Promotional Effectiveness 494
18 Social Impact and Ethical Concerns 524
References 551
Glossary 561
Index 577
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)