Fashion Marketing and Communications

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

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

Inhaltsverzeichnis

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: branding and marketing communications 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: trends and opportunities. Bibliography and further reading. Index

Details

Erscheinungsjahr:	2024
Fachbereich:	Einzelne Wirtschaftszweige
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781032582320
ISBN-10:	1032582324
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Mitterfellner, Olga
Auflage:	2. Auflage
Hersteller:	Routledge
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 18 mm
Von/Mit:	Olga Mitterfellner
Erscheinungsdatum:	11.12.2024
Gewicht:	0,521 kg