000			01896nam a22002537a 4500
005			20220502094230.0
008			191113s2015 uk ado f 001 0deng d
020			_a9781780675664
040			_cesbaesdm
100	1		_93007 _aPosner, Harriet
245	1	0	_aStrategy, Branding and Promotion _c/ Harriet Posner
250			_a2ª ed.
260	3		_aLondon _b: Laurence King _c, 2015
300			_a240 p. _b: il. col. _c; 25 cm
520			_aSumari: 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
650	1	7	_99 _aModa _2lemac
650	1	7	_990 _aModa _2lemac _xMarxandatge
650	1	7	_9568 _aMàrqueting _2lemac
650	1	7	_94794 _aMercat _2lemac _xAnàlisi
650	1	7	_991 _aConstrucció de marca (Màrqueting) _2lemac
650	1	7	_92121 _aPlanificació estratègica _2lemac
650	1	7	_95338 _aCampanyes publicitàries _2lemac
942			_2lcc _cLLIB
999			_c5252 _d5252