Marketing fashion / Harriet POSNER / LAURENCE KING PUBLISHING (2015)

Titre : Marketing fashion : strategy, branding and promotion Type de document : Livre Auteurs : Harriet POSNER Mention d'édition : 2nd ed. Editeur : LAURENCE KING PUBLISHING Année de publication : 2015 Importance : 240 p. Présentation : ill. ISBN/ISSN/EAN : 978-1-78067-566-4 Prix : 35.53 EUR Langues : Anglais (eng) Mots-clés : Management MARKETING STRATEGIQUE ; MODE ; CONSOMMATEUR ; MARQUE ; PROMOTION DES VENTES Index. décimale : 121.67 MARKETING STRATEGIQUE Résumé : Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry. Note de contenu : Glossaire, index Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=208954

Exemplaires(1)

Code-barres	Cote	Support	Localisation	Section	Disponibilité
J5690	121.67 POS	Livre	Library Campus de Rouen	Salle de lecture	Disponible

Marketing Fashion / Harriet POSNER / LAURENCE KING PUBLISHING (2011)

Titre : Marketing Fashion Type de document : Livre Auteurs : Harriet POSNER, Auteur Editeur : LAURENCE KING PUBLISHING Année de publication : 2011 Importance : 224 p. Présentation : ill. ISBN/ISSN/EAN : 978-1-85669-723-1 Prix : 32 EUR Note générale : Bibliogr. p. 212-217, Glossaire, Index Langues : Anglais (eng) Mots-clés : Management PRODUIT DE LUXE ; MARKETING STRATEGIQUE ; MERCHANDISING ; HAUTE COUTURE SECTEUR ; MODE Résumé : Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product developpement. Marketing is a vital component of the industry supply-chain and understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding. The book explains key theoretical concepts, illustrating how they are apllied in practise within the global fashion and retail industry. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaings. The book is designed to appeal to fashion students as well as those contemplating a career within the fashion industry. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=154745