Marketing Fashion: A Cross-Cultural Perspective, Second Edition is your comprehensive dive into marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. The second edition includes a brand new Appendix on careers with sample resumes, updated industry spotlights, all new case studies, discussions around social media and digital platforms, technology, sustainability, ethics and social issues, climate change, and more.
Inhaltsverzeichnis
Part I: Marketing Fashion
Chapter 1: Marketing Fashion and Influences
Chapter 2: Consumers and Buying Behavior
Chapter 3: Creating a Marketing Strategy
Part II: Research, Relationships and Branding
Chapter 4: Research and Information
Chapter 5: Building Customer Relationships
Chapter 6: Branding Strategies
Part III: Products, Prices and Distribution
Chapter 7: New Fashion Products and the Lifecycle
Chapter 8: Pricing and Customer Value
Chapter 9: Distribution & Supply Chain Management
Part IV: Sales, Promotions, and Communications
Chapter 10: Fashion Wholesaling and Retailing
Chapter 11: Promoting Fashion Goods and Services
Chapter 12: Personal Selling and Direct Marketing
Chapter 13: Advertising, Promotions and Media
Appendix A: Marketing Fashion Careers
Appendix B: Sample Marketing Plan
Glossary
Bibliography
Index
