Fashion marketing communications
Fashion marketing communications
- Wiley, 2013
- xi + 203 p. ; 24 cm
Introduction Marketing strategy-- Tools and media channels-- The power of magazines-- The role of public relations-- Celebrity-- The retail fashion store environment-- Trade marketing communications-- International fashion marketing communications-- Regulatory frameworks-- Assessing the effectiveness of fashion marketing communications-- Future directions in fashion marketing communications.--
'Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness'--P. [4] of cover.
9781405150606
HD INDUSTRIES. LAND USE. LABOR
Fashion merchandising
Communication in marketing
Business communication
Introduction Marketing strategy-- Tools and media channels-- The power of magazines-- The role of public relations-- Celebrity-- The retail fashion store environment-- Trade marketing communications-- International fashion marketing communications-- Regulatory frameworks-- Assessing the effectiveness of fashion marketing communications-- Future directions in fashion marketing communications.--
'Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness'--P. [4] of cover.
9781405150606
HD INDUSTRIES. LAND USE. LABOR
Fashion merchandising
Communication in marketing
Business communication
