Marketing Fashion: A Global Perspective
At the same time as rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Standpoint is the primary text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. The use of numerous recent examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational shopping for behavior, market research, market segmentation, product making plans and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. As well as, Marketing Fashion explores in depth recent issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for more than a few economic climates.
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