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MARKETING FASHION: STRATEGY, BRANDING AND PROMOTION. Second edition. Harriet Posner. Laurence King Publishing Ltd, London, 2015. Distributed in the U.S.A. by Chronicle Books, San Francisco. Original edition published 2011 {Worldwide 142579}. 240 pp. with 262 ills. (217 col.). 26 x 19 cm. ISBN 9781780675664 In English.
Publisher's description: Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second edition is a practical guide to the fundamental principles of marketing and branding, from 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 haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. 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.
Indexing: Western, International (Western Style) — Post-2000 — Costume/Fashion
Plans: 70,30
Worldwide Number: 167766
Paperbound $40.00t (libraries receive a 20% discount on this title)    

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