000			02873cam a2200325Ii 4500
999			_c487321 _d487321
001			918789074
003			US-DLC
005			20180109104622.0
008			150422s2015 enka b 001 0 eng d
020			_a9781780675664 _q(pbk.)
020			_z1780675666 _q(pbk.)
040			_aCDX _beng _erda _cCDX _dYDXCP _dBTCTA _dBDX _dOCLCO _dOCLCF _dSINLB _dLTSCA _dNGU _dOMB _dOCLCQ
049			_aAlfaisal Main Library
050		4	_aHD9940.A2 _bP67 2015
100	1		_aPosner, Harriet, _eauthor
245	1	0	_aMarketing fashion : _bstrategy, branding and promotion / _cHarriet Posner
250			_aSecond edition
260			_c2015
264		1	_aLondon : _bLaurence King Publishing, _c2015
300			_a240 pages : _bcolor illustrations ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index
505	0		_aIntroduction --The fashion market : Fashion market sectors ; Fashion market levels ; The global fashion market ; What is marketing? ; Marketing definitions ; Crowdfunding -- Marketing strategy : What is marketing strategy? The marketing mix ; Changing the Ps to Cs ; STP marketing strategy -- Research and planning : Marketing research ; Market research methods ; Market trends ; Planning and strategy -- Understanding the consumer : Defining the consumer ; Customer segmentation ; Creating a customer profile -- Introduction to branding : Defining a brand ; The purpose of branding ; Developing and managing brand identity ; Brand strategy and management -- Fashion promotion : The promotional mix ; Fashion advertising and digital campaigns ; Sales promotion ; Fashion PR and publicity ; Measuring campaign effectiveness ; Personal selling -- Careers in fashion marketing : Professional skills ; Career choices ; Work placements and internships
520			_a"Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. 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."--Publisher's website
650		0	_aFashion merchandising
650		0	_aClothing trade
650		0	_aBranding (Marketing)
650		0	_aAdvertising _xFashion
655		0	_2local _94 _aPrint books.
942			_2lcc _cBOOKS