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E-grāmata: Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry 2nd edition [Taylor & Francis e-book]

(University of Westminster)
  • Formāts: 324 pages, 11 Tables, black and white; 23 Line drawings, color; 18 Line drawings, black and white; 40 Halftones, color; 8 Halftones, black and white; 63 Illustrations, color; 26 Illustrations, black and white
  • Sērija : Mastering Fashion Management
  • Izdošanas datums: 11-Dec-2024
  • Izdevniecība: Routledge
  • ISBN-13: 9781003449157
Citas grāmatas par šo tēmu:
  • Taylor & Francis e-book
  • Cena: 146,74 €*
  • * this price gives unlimited concurrent access for unlimited time
  • Standarta cena: 209,63 €
  • Ietaupiet 30%
Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry 2nd editionPalielināt
  • Formāts: 324 pages, 11 Tables, black and white; 23 Line drawings, color; 18 Line drawings, black and white; 40 Halftones, color; 8 Halftones, black and white; 63 Illustrations, color; 26 Illustrations, black and white
  • Sērija : Mastering Fashion Management
  • Izdošanas datums: 11-Dec-2024
  • Izdevniecība: Routledge
  • ISBN-13: 9781003449157
Citas grāmatas par šo tēmu:
Taylor & Francis e-booksMore info about Taylor & Francis e-books
Rokasgrāmatas mājas lapa: https://www.taylorfrancis.com/books/9781003449157
"Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry. Offering a combination of marketing theory and practice, the book covers subjects including historical advertising and PR, modern consumerism, traditional and contemporary marketing techniques, international and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This new edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends within fashion marketing. Case studies and interviews with practitioners have been refreshed and broadened to include a diverse range of countries and perspectives from around the world. It also features updated and new theory frameworks, adding new and actionable frameworks to the discipline, whilst embedded activity sheets invite the reader to apply the frameworks. Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of Fashion Marketing, Brand Management and Communications. PowerPoint slides and exercise questions are available to support the book"--

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry.

Offering a combination of theory and practice, the book covers subjects including historical advertising and public relations, modern consumerism, contemporary marketing techniques, international markets, and sustainable and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This second edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends. Interviews with practitioners have been refreshed and broadened to include a diverse range of perspectives from around the world. New case studies showcase real-life examples from Abercrombie & Fitch, Freitag, LOEWE and SOLIT Japan. This book champions new actionable theory frameworks with embedded activity sheets that invite the reader to apply the frameworks in an educational or professional context.

Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of fashion marketing, brand management and communications as well as practitioners. PowerPoint slides and exercise questions are available to support the book.



Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

1. Fashion marketing from a historical perspective: early days of
advertising and consumerism
2. Fashion promotion and public relations
3. The
Marketing Mix and communications tools
4. The advertising agency: branding
and marketing communications
5. Influencers, opinion leaders and KOLs: who is
leading your opinion?
6. Digital marketing
7. Target market and segmentation
8. Target marketing and the international consumer: coding and decoding brand
messages
9. Brand communication at the point of sale: sensory branding
10. A
critical look at advertising: brands selling hopes, dreams and
objectification
11. Sustainability and marketing
12. Trend forecasting and
innovation: trends and opportunities. Bibliography and further reading. Index
Olga Mitterfellner, SFHEA, is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.
Permanent link: https://www.kriso.lv/db/9781003449157_pe.html
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