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  • Format: PDF


'Clothing that is not purchased or worn is notfashion' (to paraphrase Armani) Knowledge of marketing is essential to help ensure success andreduce the risk of failure in fashion. For the designer starting upin business, this book offers a guide to the major decisions thatwill enable you to fulfil your creative potential and be afinancial success: What are the major trends we should bemonitoring?; How should we set our prices?; What is the mosteffective way to get our message across about the new productrange?; Which colour-wash will be the most popular withbuyers? Marketing is now a firmly…mehr

Produktbeschreibung
'Clothing that is not purchased or worn is notfashion' (to paraphrase Armani) Knowledge of marketing is essential to help ensure success andreduce the risk of failure in fashion. For the designer starting upin business, this book offers a guide to the major decisions thatwill enable you to fulfil your creative potential and be afinancial success: What are the major trends we should bemonitoring?; How should we set our prices?; What is the mosteffective way to get our message across about the new productrange?; Which colour-wash will be the most popular withbuyers? Marketing is now a firmly established element of most fashionand clothing courses. Fashion Marketing is written to meetstudents' requirements and has many features making itessential reading for anyone involved in the fashion and clothingbusiness: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practicalblend of sound design sense and commercial realism · a balance of theory and practice, with examples toillustrate key concepts · clear worked numerical examples to ensure that the ideasare easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and aguide to further reading · a systematic approach to fashion marketing, not hyperboleor speculation. The new edition has been updated throughout with new material ondifferent promotional media, visual marketing and internationalmarketing research; and new coverage of internal marketing, supplychain management, international marketing communications as well asthe role of the internet. See www.blackwellpublishing.com/easey for supporting packfor tutors, including PowerPoint slides for each chapter plus ideasand exercises for seminars.

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  • Produktdetails
  • Verlag: John Wiley & Sons
  • Seitenzahl: 280
  • Erscheinungstermin: 16.03.2009
  • Englisch
  • ISBN-13: 9781444309560
  • Artikelnr.: 37354769
Autorenporträt
Mike Easey is Director of Collaborative Ventures in Newcastle Business School at the University of Northumbria. He has worked for three multinationals in marketing research, promotion and marketing planning positions. An experienced marketing consultant, he has undertaken an extensive range of consultancy work including marketing for fashion manufacturers and fashion retailers. He is also a university external examiner in fashion marketing, a QAA Specialist Subject Reviewer in marketing and a member of the editorial board of the Journal of Fashion Marketing and Management.
Inhaltsangabe
List of Contributors

Preface

Acknowledgements

Part A: Understanding Fashion Marketing

1. An Introduction to Fashion Marketing by Mike Easey

2. The Fashion Market and the Marketing Environment by Christine Sorensen

Part B: Understanding and Researching the Fashion Purchaser

3. The Fashion Consumer and Organizational Buyer by Mike Easey

4. Fashion Marketing Research by Patricia Gray

Part C: Target Marketing and Managing the Fashion Marketing Mix

5. Segmentation and the Marketing Mix by Mike Easey and Christine Sorensen

6. Designing and Marketing Fashion Products by Sheila Atkinson and Mike Easey

7. Pricing Garments and Fashion Services by Mike Easey

8. Fashion Distribution by John Willans

9. Fashion Marketing Communications by Gaynor Lea-Greenwood

10. Fashion Marketing Planning by Mike Easey

Glossary of Fashion Marketing Terms

Index