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Fashion Marketing

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ISBN-10: 1405139536

ISBN-13: 9781405139533

Edition: 3rd 2009 (Revised)

Authors: Mike Easey

List price: $47.99
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Book details

List price: $47.99
Edition: 3rd
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 11/3/2008
Binding: Paperback
Pages: 276
Size: 6.50" wide x 9.50" long x 0.75" tall
Weight: 0.506
Language: English

List of Contributors
Preface
Acknowledgements
Understanding Fashion Marketing
An Introduction to Fashion Marketing
What is fashion?
What is marketing?
What is fashion marketing?
Fashion marketing in practice
How fashion marketing can help the fashion industry
What fashion marketers do: five examples
Ethical issues in fashion marketing
An overview of the fashion marketing process
Summary
Further reading
The Fashion Market and the Marketing Environment
Introduction
The development of the fashion market
The fashion market: size and structure
Marketing environment
Micro marketing environment
Macro marketing environment
Trends in the marketing environment
Summary
Further reading
Understanding and Researching the Fashion Purchaser
The Fashion Consumer and Organizational Buyer
Introduction
Why study the fashion buyer?
Fashion consumer decision making
Psychological processes
Sociological aspects of consumer behaviour
The organizational buyer
Summary
Further reading
Fashion Marketing Research
Introduction
The purpose of marketing research
An overview of the marketing research process
Problem definition and setting research objectives
Research design
Data sources
Practical sampling methods
Primary data collection methods
Data collection methods
Questionnaire design
Attitude measurement and rating scales
The role of marketing research in new product development
Forecasting fashion
The Internet as a research tool
International Marketing Research
Summary
Further reading
Target Marketing and Managing the Fashion Marketing Mix
Segmentation and the Marketing Mix
Introduction and overview
Mass marketing and market segmentation
Segmentation: rationale, bases and strategy
Positioning and perceptual mapping
The fashion marketing mix
Summary
Further reading
Designing and Marketing Fashion Products
Introduction
The importance of fashion products
The nature of fashion products
The fashion industry and new product development
Retail buying sequence: autumn and winter season
The product mix and range planning
Fashion and related lifecycles
Summary
Further reading
Pricing Garments and Fashion Services
Introduction
Different views of price
The role of price decisions within marketing strategy
External factors influencing price decisions
Internal factors influencing price decisions
Main methods o