The Marketing Fashion: Strategy, Branding and Promotion 2nd Edition is written by author Harriet Posner and published by Laurence King Publishing in 2015. It has an ISBN-13 is 9781780675664. This is a great textbook that is now available in PDF format so you can download it, get instant access on any device, both online and offline.
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Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from developing brand identity to creating a customer profile. 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.
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PDF eBook details:
- Full title: Marketing Fashion: Strategy, Branding and Promotion, 2nd Edition
- Copyright Year: 2015
- ISBN: 9781780675664
- Publisher: Laurence King Publishing
- Author: Harriet Posner
- File type: PDF
- File Size: 46.6 Mb