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Fashion Marketing and Communications

Theory and Practice Across the Fashion Industry
Buch | Hardcover
316 Seiten
2024 | 2nd edition
Routledge (Verlag)
978-1-032-58234-4 (ISBN)
168,35 inkl. MwSt
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry.

Offering a combination of theory and practice, the book covers subjects including historical advertising and PR, modern consumerism, contemporary marketing techniques, international, sustainable and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This second edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends. Interviews with practitioners have been refreshed and broadened to include a diverse range of perspectives from around the world. Brand new case studies showcase real-life examples from Abercrombie & Fitch, Freitag, LOEWE and SOLIT Japan. This book champions new actionable theory frameworks with embedded activity sheets that invite the reader to apply the frameworks in an educational or professional context.

Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of Fashion Marketing, Brand Management and Communications as well as practitioners. PowerPoint slides and exercise questions are available to support the book.

Olga Mitterfellner, SFHEA is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.

1. Fashion marketing from a historical perspective: early days of advertising and consumerism 2. Fashion promotion and public relations 3. The Marketing Mix and communications tools 4. The Advertising Agency 5. Influencers, opinion-leaders and KOLs: who is leading your opinion? 6. Digital Marketing 7. Target market and segmentation 8. Target marketing and the international consumer: coding and decoding brand messages 9. Brand communication at the point- of- sale: sensory branding 10. A critical look at advertising: brands selling hopes, dreams and objectification 11. Sustainability and Marketing 12. Trend Forecasting and Innovation. Bibliography and further reading. Index

Erscheint lt. Verlag 19.11.2024
Reihe/Serie Mastering Fashion Management
Zusatzinfo 11 Tables, black and white; 23 Line drawings, color; 18 Line drawings, black and white; 40 Halftones, color; 8 Halftones, black and white; 63 Illustrations, color; 26 Illustrations, black and white
Verlagsort London
Sprache englisch
Maße 156 x 234 mm
Themenwelt Sozialwissenschaften Kommunikation / Medien Journalistik
Wirtschaft Volkswirtschaftslehre
ISBN-10 1-032-58234-0 / 1032582340
ISBN-13 978-1-032-58234-4 / 9781032582344
Zustand Neuware
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