Marketing fashion
Subtitle: a global perspective
By: Patricia Mink Rath, Richard Petrizzi, Penny Gill
Contributors: Petrizzi, Richard; Gill, Penny
Publisher: Fairchild Books
Published: 2012
Place of publication: New York
Language: eng
Number of pages: 504
ISBN-13: 9781609010782
Subjects: Fashion merchandising
Notes: Includes bibliographical references (p. 480-481) and index.
Table of contents: title: Pt 1. Defining fashion marketing and how it works. Developing and maintaining profitable customer relationships ; Participating in the global fashion marketplace ; Understanding fashion consumer and business buyer behavior; title: Pt. 2. Building a fashion marketing strategy. Creating a company marketing strategy ; Obtaining and using fashion marketing information ; Creating the right relationships with fashion customers; title: Pt. 3. Focusing marketing mix elements on the fashion consumer. Branding strategies for fashion goods and services ; Developing new fashion products and monitoring their life cycles ; Pricing : identifying and promoting customer value ; Fashion marketing channels and supply chain management ; Fashion wholesaling and retailing; title: Pt. 4. Communicating fashion's value through promotion. Promoting fashion goods and services ; Promoting fashion through personal setting and direct marketing ; Fashion advertising, sales promotion, and public relations.