Fashion marketing communications / by Gaynor Lea-Greenwood
Publisher: Chichester : Wiley, 2013Description: 203 p. : col. il. ; 25 cmISBN: 9781405150606Subject(s): Moda -- Marxandatge | Màrqueting | Comunicació en màrqueting | Comunicació en l'empresa | RevistesDDC classification: M2.075 [09] Summary: "Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness" -- ContraportadaSummary: Sumari: 1. Introduction 2.Marketing strategy 3. Tools and media channels 4. The power of magazines 5. The role of public relations 6. Celebrity 7. The retail fashion store environment 8. Trade marketing communications 9. International fashion marketing communications 10. Regulatory frameworks 11. Assessing the effectiveness of fashion marketing communications 12. Future directions in fashion marketing communicationsItem type | Current library | Call number | Status | Notes | Date due | Barcode |
---|---|---|---|---|---|---|
Bibliografia obligatòria | LCI Barcelona Prestatgeria 1 | 687.01:658.87 LEA fas | Available | Secció Moda | 10670000000956 |
Inclou referències bibliogràfiques i índex
"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness" -- Contraportada
Sumari:
1. Introduction
2.Marketing strategy
3. Tools and media channels
4. The power of magazines
5. The role of public relations
6. Celebrity
7. The retail fashion store environment
8. Trade marketing communications
9. International fashion marketing communications
10. Regulatory frameworks
11. Assessing the effectiveness of fashion marketing communications
12. Future directions in fashion marketing communications
There are no comments on this title.