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Anotace knihy

Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Industry & industrial studies Service industries

• Plný název: Marketing Fashion
• Autor: Harriet Posner
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 224
• EAN: 9781856697231
• ISBN: 1856697231
• ID: 04361842
• Nakladatelství: LAURENCE KING PUBLISHERS
• Hmotnost: 593 g
• Rozměry: 267 × 297 × 24 mm
• Datum vydání: 04. April 2011

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