Fashion & luxury marketing /
Bewaard in:
| Hoofdauteurs: | , |
|---|---|
| Formaat: | Boek |
| Taal: | Engels |
| Gepubliceerd in: |
London :
SAGE Publications Ltd,
[2022]
|
| Onderwerpen: |
Inhoudsopgave:
- Introduction to fashion marketing. Fashion marketing: an introduction
- The big picture of the fashion industry
- Understanding fashion change
- Ethical and sustainable fashion
- Fashion marketing strategy. Strategic planning and marketing insights
- Segmentation, targeting and positioning
- How consumers think about and choose fashion. Micro factors: perception, learning and attitudes
- Individual consumer dynamics: motivation and the self-concept
- Macro factors: group and social influence and fashion opinion leadership
- Applying the marketing mix. Product development, branding and pricing
- Fashion marketing communications
- Fashion retailing and distribution.