Nicht aus der Schweiz? Besuchen Sie lehmanns.de
Marketing Fashion Third Edition - Harriet Posner

Marketing Fashion Third Edition

Strategy, Branding and Promotion

(Autor)

Buch | Softcover
288 Seiten
2024
Laurence King Publishing (Verlag)
978-1-5294-2032-6 (ISBN)
CHF 62,95 inkl. MwSt
Practical guide to the principles of fashion marketing
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.

For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry.

Chapters:
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion

Harriet Posner is a fashion educator, author and consultant with more than 40 years' experience in the fashion industry and 25 years in fashion education as a programme director and course leader. After graduating from Central Saint Martins, University of the Arts London, she established her own knitwear label selling in major stores worldwide and dressing celebrities including Madonna. She has worked as a fashion designer, retail buyer and international consultant in fashion marketing and branding.

Erscheinungsdatum
Zusatzinfo 370
Sprache englisch
Maße 190 x 256 mm
Gewicht 921 g
Themenwelt Kunst / Musik / Theater Design / Innenarchitektur / Mode
Technik
Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Wirtschaft Volkswirtschaftslehre
ISBN-10 1-5294-2032-6 / 1529420326
ISBN-13 978-1-5294-2032-6 / 9781529420326
Zustand Neuware
Haben Sie eine Frage zum Produkt?
Mehr entdecken
aus dem Bereich
Grundlagen marktorientierter Unternehmensführung : Konzepte, …

von Heribert Meffert; Christoph Burmann; Manfred Kirchgeorg

Buch (2024)
Springer Gabler (Verlag)
CHF 69,95
Marketinginstrumente und Erkenntnisse der Wirtschaftspsychologie

von Katja Gelbrich; Stefan Müller

Buch | Softcover (2024)
Vahlen (Verlag)
CHF 34,85
neueste Konzepte, Strategien und Technologien sowie praxiserprobte …

von Uwe Seebacher

Buch | Hardcover (2023)
Springer Gabler (Verlag)
CHF 153,95