Mastering fashion marketing /
Jackson, Tim, 1963- ,
Mastering fashion marketing / Tim Jackson and David Shaw. - xviii, 376 páginas : ilustraciones, planos - Palgrave master series . - Palgrave master series. .
Incluye bibliografía.
The customer and fashion consumption -- Marketing research and information for fashion -- Fashion segmentation, targeting and positioning (STP) -- Marketing mix : the fashion product -- Marketing mix : pricing in fashion -- Marketing mix : promotion and marketing communications -- Marketing mix : place & channels of distribution and service -- Branding in fashion and luxury -- New approaches to fashion marketing -- Strategic and tactical planning in fashion marketing.
This book combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and original case study material from leading fashion organisations, providing unique insights into the reality of fashion marketing. This book combines contemporary marketing theory with analysis.
140391902X 9781403919021
Moda.--Publicidad.
746.9 / J14m 2009
Mastering fashion marketing / Tim Jackson and David Shaw. - xviii, 376 páginas : ilustraciones, planos - Palgrave master series . - Palgrave master series. .
Incluye bibliografía.
The customer and fashion consumption -- Marketing research and information for fashion -- Fashion segmentation, targeting and positioning (STP) -- Marketing mix : the fashion product -- Marketing mix : pricing in fashion -- Marketing mix : promotion and marketing communications -- Marketing mix : place & channels of distribution and service -- Branding in fashion and luxury -- New approaches to fashion marketing -- Strategic and tactical planning in fashion marketing.
This book combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and original case study material from leading fashion organisations, providing unique insights into the reality of fashion marketing. This book combines contemporary marketing theory with analysis.
140391902X 9781403919021
Moda.--Publicidad.
746.9 / J14m 2009