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Mastering fashion marketing / Tim Jackson and David Shaw

Livre

Jackson, Tim (1965-....). Auteur | Shaw, David (1946-....). Auteur

Edited by Palgrave Macmillan. Basingstoke [England], New York (N.Y.) - 2009

The customer and fashion consumption. Marketing research and information for fashion. Fashion segmentation, targeting and positioning (STP). Marketing mix : the fashion product. Marketing mix : pricing in fashion. Marketing mix : promotion and marketing communications. Marketing mix : place & channels of distribution and service. Branding in fashion and luxury. New approaches to fashion marketing. Strategic and tactical planning in fashion marketing.

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