Marketing Fashion (Portfolio) 著者名 Posner, Harriet 出版社 : Laurence King Pub 出版年月 : 2011/05 Binding : Paperback ISBN : 9781856697231 BookWeb価格 : AED 146.00 在庫情報 : フルフィルメント・センターに在庫があります。 通常、3日以内に発送いたします。 言語 : English

 
Introduction
        What's in this book?                       6  (1)
        How the book is structured                 7  (1)
        Who's this book for?                       8  (2)
    1 Structure of the Fashion Market
      Fashion market sectors                       10 (3)
      Fashion market levels                        13 (13)
      Fashion cities and trade fairs
    2 The Marketing Toolkit
      What is marketing?                           26 (1)
      Marketing definitions                        26 (8)
      The marketing mix                            34 (10)
      The marketing mix today                      44 (6)
      Marketing strategy                           50 (12)
    3 Research and Planning
      Marketing research                           62 (12)
      Market research                              74 (23)
      Planning and strategy                        97 (8)
    4 Understanding the Customer
      Customer segmentation                        105(18)
      Creating a customer profile                  123(5)
    5 Introduction to Branding
      Defining a brand                             128(6)
      The purpose of branding                      134(5)
      Developing and managing brand identity       139(12)
      Brand strategy and management                151(7)
    6 Fashion Promotion
      The promotional mix                          158(3)
      Fashion advertising                          161(12)
      Sales promotion                              173(13)
      Fashion PR and publicity                     186(7)
    7 Careers in Fashion Marketing
      Professional skills                          193(2)
      Career choices                               195(10)
      Applying for a job                           205(7)
Further reading                                    212(1)
Reference notes                                    213(1)
Trade magazines                                    214(1)
Useful addresses                                   214(1)
Additional resources                               215(3)
Glossary                                           218(3)
Index                                              221(3)
Picture credits                                    224(1)
Acknowledgments                                    224