Jackson / Shaw Mastering Fashion Marketing

1. Auflage 2017
ISBN: 978-1-137-09271-7
Verlag: Macmillan Education
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 240 Seiten, Ebook (PDF)

Reihe: Macmillan Master Series

This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.

Zielgruppe

Lower undergraduate

Autoren/Hrsg.

Jackson, Tim

Shaw, D.

Shaw, David

Inhaltsverzeichnis

Introduction.- 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.- Glossary.- Index.

Über Autor(innen)

Tim Jackson is Principal Lecturer at the London College of Fashion specialising in luxury brand management, fashion buying and marketing. Tim had previously worked in fashion retail management and buying for a number of UK brands including Burton, Jaeger, Dash and Harrods. He consults on fashion branding and writes as both a journalist and academic researcher on fashion businessDavid Shaw is one of the UK's leading fashion marketing& retailing academics and writers, working freelance with many international universities including the Institute Marangoni and The Dublin Institute of Technology. He has worked from shop floor to director level for many of the UK's largest fashion companies including Bhs, Debenhams, Top Shop and BurtonThey are authors of Mastering Fashion Buying and Merchandising Management