Fashion marketing communications

Author

• Lea-Greenwood, Gaynor

Additional Author(s)

-

Publisher

West Sussex: John Wiley & Sons, Ltd, 2013

Language

English

ISBN

9781405150606

Series

Subject(s)

• COMMUNICATION IN MARKETING
• FASHION MERCHANDISING

Notes

. . Index: p. 195-203

Abstract

"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"

Physical Dimension

Number of Page(s)

xi, 203 p.

Dimension

24 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Introduction --
Marketing strategy --
Tools and media channels --
The power of magazines --
The role of public relations --
Celebrity --
The retail fashion store environment --
Trade marketing communications --
International fashion marketing communications --
Regulatory frameworks --
Assessing the effectiveness of fashion marketing communications --
Future directions in fashion marketing communications.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00527/17	391.00688 Lea F	Library - 7th Floor	Available