Marketing Fashion : A Global Perspective (Paperback)

Defining Fashion Marketing and How it Works Developing and Maintaining Profitable Customer Relationships Participating in the Global Fashion Marketplace Understanding the Fashion Consumer and Business Buyer Behavior Building a Fashion Marketing Strategy Creating a Company Marketing Strategy Obtaining and Using Fashion Marketing Information Creating the Right Relationships with Fashion Customers Focusing Marketing Mix Elements on the Fashion Consumer Branding Strategies for Fashion Goods and Services Developing New Fashion Products and Monitoring their Life Cycles Pricing: Identifying and Promoting Customer Value Fashion Marketing Channels and Supply Chain Management Fashion Wholesaling and Retailing (from a Marketing Viewpoint) Communicating Fashion's Value through Promotion Promoting Fashion Goods and Services Promoting Fashion through Personal Selling and Direct Marketing Fashion Advertising, Sales Promotion, and Public Relations