Introduction --The fashion market : Fashion market sectors ; Fashion market levels ; The global fashion market ; What is marketing? ; Marketing definitions ; Crowdfunding -- Marketing strategy : What is marketing strategy? The marketing mix ; Changing the Ps to Cs ; STP marketing strategy -- Research and planning : Marketing research ; Market research methods ; Market trends ; Planning and strategy -- Understanding the consumer : Defining the consumer ; Customer segmentation ; Creating a customer profile -- Introduction to branding : Defining a brand ; The purpose of branding ; Developing and managing brand identity ; Brand strategy and management -- Fashion promotion : The promotional mix ; Fashion advertising and digital campaigns ; Sales promotion ; Fashion PR and publicity ; Measuring campaign effectiveness ; Personal selling -- Careers in fashion marketing : Professional skills ; Career choices ; Work placements and internships.