Marketing fashion : a global perspective / Patricia Mink Rath, Richard Petrizzi, Penny Gill.

Incluye bibliografía (p. 480-481).

Pt 1. Defining fashion marketing and how it works. Developing and maintaining profitable customer relationships ; Participating in the global fashion marketplace ; Understanding fashion consumer and business buyer behavior -- Pt. 2. Building a fashion marketing strategy. Creating a company marketing strategy ; Obtaining and using fashion marketing information ; Creating the right relationships with fashion customers -- Pt. 3. Focusing marketing mix elements on the fashion consumer. Branding strategies for fashion goods and services ; Developing new fashion products and monitoring their life cycles ; Pricing : identifying and promoting customer value ; Fashion marketing channels and supply chain management ; Fashion wholesaling and retailing -- Pt. 4. Communicating fashion´s value through promotion. Promoting fashion goods and services ; Promoting fashion through personal setting and direct marketing ; Fashion advertising, sales promotion, and public relations.