Mastering fashion marketing

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Title:

Author:

Jackson, Tim, 1963-

ISBN:

9781403919021

Personal Author:

Jackson, Tim, 1963-

Publication Information:

Basingstoke [England] ; New York : Palgrave Macmillan, 2009.

Physical Description:

xviii, 376 p. : ill., plans ; 24 cm.

Series:

Palgrave master series

Palgrave master series.

Contents:

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.

Abstract:

This book combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and original case study material from leading fashion organisations, providing unique insights into the reality of fashion marketing. This book combines contemporary marketing theory with analysis.

Subject Term:

Fashion merchandising.

Added Author:

Shaw, David, 1947 December 17-

Electronic Access:

Publisher description http://catdir.loc.gov/catdir/enhancements/fy0912/2008045140-d.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0912/2008045140-b.html
Table of contents only http://catdir.loc.gov/catdir/enhancements/fy0912/2008045140-t.html

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:PRES-BOOK	000145257	746.9 JAC	1	Searching... Unknown
Searching... 1:VGDBN	1:REC-BOOK	000012710	746.9 JAC	1	Searching... Unknown
Searching... 1:VGDBN	1:REC-BOOK	000012709	746.9 JAC	2	Searching... Unknown
Searching... 1:VGDBN	1:REC-BOOK	000011721	746.9 JAC	3	Searching... Unknown

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Summary

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.