Fashion marketing communications / by Gaynor Lea-Greenwood

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"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