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Marketing Fashion A Global Perspective

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ISBN-10: 1609010787

ISBN-13: 9781609010782

Edition: 2012

Authors: Patricia Mink Rath, Richard Petrizzi, Sandra Henderson-Williams, Penny Gill

List price: $135.00
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Description:

While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges.Fashion Marketing: A Global Perspectiveis the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behaviour, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition,Fashion Marketingexplores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.
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Book details

List price: $135.00
Copyright year: 2012
Publisher: Fairchild Books
Publication date: 7/24/2012
Binding: Paperback
Pages: 528
Size: 8.00" wide x 10.00" long x 1.50" tall
Weight: 3.960
Language: English

Patricia M. Rath, International Academy of Design and Technology, Chicago. Stefani Bay Illinois Institute of Art, Chicago. Richard Petrizzi Illinois Institute of Art, Chicago. Penny Gill Writer/Journalist.