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Fashion Marketing: The Contemporary Marketing Mix
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This book offers a comprehensive overview of key topics, debates and issues in the field of fashion marketing.
The purpose of fashion marketing is to understand the needs of consumers and to orientate both strategic and operational activities to satisfy those needs. In recent times, fashion marketing has faced an era of fast-paced change characterised by the rise of fashion influencers, the impact of technology, and the complexity of consumer needs, which has never been so great. As such, th...