Gaynor Lea-Greenwood

Fashion Marketing Communications (eBook, PDF)

• Format: PDF

Produktbeschreibung

Fashion is all about image. Consequently, fashion marketing communications - encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. - have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 216
• Erscheinungstermin: 2. Oktober 2012
• Englisch
• ISBN-13: 9781118496176
• Artikelnr.: 37348016

Autorenporträt

Gaynor Lea-Greenwood, MA, BA, is Senior Lecturer in Fashion Marketing and Buying at Manchester Metropolitan University, having worked at a senior level in the fashion industry. She is an active researcher, external examiner for UK Universities and Assistant Editor of the Journal of Fashion Marketing and Management.

Inhaltsangabe

Introduction Just what is marketing communications again?. Objectives of
campaigns, Where do we want to be and how do we get there?. The process of
communication, models of communication and their relationship with consumer
behaviour in fashion purchasing. How communication works. The tools of
marketing communications; relative costs. How a little can go a long way.
Integrated fashion marketing communications. Are we all singing the same
song?. Communicating in retail. Display is not just for Dummies. Public
relations in fashion. How we write for busy journalists. Evaluating the
effectiveness of a campaign. Did it work? How do we know?. The celebrity
effect. I want to look like her. Regulatory frameworks. I want to make a
complaint, yours disgusted of. Internationalisation of fashion marketing
communications. Going across the water. New channels of communication. txt:
sale on now

Rezensionen

"...it's a highly recommended read if you too want to work in fashion or even if you don't it gives great insight into the fashion through business eyes." (March 2013, Urbanoblog.com)