ISBN 13 : 9781526419255

Sommaire :
SECTION I: Introduction to Fashion Marketing
Chapter 1: Fashion Marketing: An introduction
Chapter 2: The Big Picture of the Fashion Industry
Chapter 3: Understanding Fashion Change
Chapter 4: Ethical and Sustainable Fashion

SECTION II: Fashion Marketing Strategy
Chapter 5: Strategic Planning and Marketing Insights
Chapter 6: Segmentation, Targeting and Positioning

SECTION III: How Consumers Think About and Choose Fashion
Chapter 7: Micro Factors: Perception, Learning and Attitudes
Chapter 8: Individual Consumer Dynamics: Motivation and the Self-Concept
Chapter 9: Macro Factors: Group and Social Influence and Fashion Opinion Leadership

SECTION IV: Applying the Marketing Mix
Chapter 10: Product Development, Branding and Pricing
Chapter 11: Fashion Marketing Communications
Chapter 12: Fashion Retailing and Distribution

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque