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Posner, Harriet

Strategy, Branding and Promotion / Harriet Posner - 2ª ed. - London : Laurence King , 2015 - 240 p. : il. col. ; 25 cm

Sumari:

1. The fashion market
1.1. Fashion market sectors
1.2. Fashion market levels
1.3. The global fashion market
1.4. What is marketing?
1.5. Marketing definitions
1.6. Crowfunding

2. Marketing strategy
2.1. What is marketing strategy?
2.2. The marketing mix
2.3. Changing the Ps to Cs
2.4. STP marketing strategy

3. Research and planning
3.1. Marketing research
3.2. Market research
3.3. Market research methods
3.4. Market trends
3.5. Planning and strategy

4. Understanding the costumer
4.1. Defining the consumer
4.2. Customer segmentation
4.3. Creating a customer profile

5. Introduction to branding
5.1. Defining a brand
5.2. The purpose of branding
5.3. Developing and managing brand identity
5.4. Brand strategy and management

6. Fashion promotion
6.1. The promotional mix
6.2. Fashion advertising and digital campaigns
6.3. Sales promotion
6.4. Fashion PR and publicity
6.5. Measuring campaign effectiveness
6.6. Personal selling

7. Careers in fashion marketing
7.1. Professional skills
7.2. Career choices
7.3. Work placements and internships

ISBN: 9781780675664

Subjects--Topical Terms:
Moda
Moda--Marxandatge
Màrqueting
Mercat--Anàlisi
Construcció de marca (Màrqueting)
Planificació estratègica
Campanyes publicitàries