Marketing Fashion (Paperback) (ISBN-13: 9781609010782)

While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.

Author: Penny Gill, Richard Petrizzi, Patricia Mink Rath
ISBN-10: 1609010787
ISBN-13: 9781609010782
Publisher: Fairchild Books
Language: English
Published: 05/24/2012
Pages: 528
Format: Paperback
Weight: 3.10lbs
Size: 10.00h x 7.90w x 1.60d