Marketing Fashion by Gill, Penny
Marketing Fashion by Gill, Penny

Marketing Fashion

While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges....
$647.14 AUD
$647.14 AUD
SKU: 9781609010782
Product Type: Books
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Author: Penny Gill
Format: Paperback
Language: English
Subtotal: $647.14
Marketing Fashion by Gill, Penny

Marketing Fashion

$647.14
Marketing Fashion by Gill, Penny

Marketing Fashion

$647.14
Author: Penny Gill
Format: Paperback
Language: English
Description
While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary 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 buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.

Author: Penny Gill, Richard Petrizzi, Patricia Mink Rath
Publisher: Fairchild Books
Published: 05/24/2012
Pages: 528
Binding Type: Paperback
Weight: 3.10lbs
Size: 10.00h x 7.90w x 1.60d
ISBN: 9781609010782

About the Author

Patricia Mink Rath is a consultant in marketing education in Winnetka, Illinois. She teaches courses in consumer behavior, fashion merchandising, and retail buying.
Richard Petrizzi is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art, Chicago.
Penny Gill is is President of PWG Communications Inc., White Plains, NY.


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