TY  - BOOK
AU  - Lea-Greenwood, Gaynor,
TI  - Fashion marketing communications
SN  - 9781405150606
PY  - 2013///
CY  - 
PB  - Wiley
KW  - HD INDUSTRIES. LAND USE. LABOR
KW  - Fashion merchandising
KW  - Communication in marketing
KW  - Business communication
N1  - 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.--
N2  - '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
UR  - https://books.google.es/books?id=oKtA71-oBlAC&printsec=frontcover&dq=fashion+marketing+communications&hl=ca&sa=X&redir_esc=y#v=onepage&q=fashion%20marketing%20communications&f=false
ER  -