Mastering fashion marketing
By: Tim Jackson and David Shaw.
Contributors: Shaw, David, 1947 Dec. 17-
Series: Palgrave master series
Publisher: Palgrave Macmillan; Red Globe Press
Published: 2009
Place of publication: New York
Language: eng
ISBN-13: 9781403919021
Subjects: Fashion merchandising
Notes: Includes index.
Table of contents: title: The customer and fashion consumption; title: Marketing research and information for fashion; title: Fashion segmentation, targeting and positioning (STP); title: Marketing mix : the fashion product; title: Marketing mix : pricing in fashion; title: Marketing mix : promotion and marketing communications; title: Marketing mix : place & channels of distribution and service; title: Branding in fashion and luxury; title: New approaches to fashion marketing; title: Strategic and tactical planning in fashion marketing.