Lea-Greenwood, GaynorUnknown
John Wiley & Sons, Ltd (West Sussex, 2013) (eng) English9781405150606UnknownUnknownFASHION MERCHANDISING; Unknown"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"
Physical dimension
xi, 203 p.24 cm.ill.
Summary / review / table of contents
Introduction --
Marketing strategy --
Tools and media channels --
The power of magazines --
The role of public relations --
Celebrity --
The retail fashion store environment --
Trade marketing communications --
International fashion marketing communications --
Regulatory frameworks --
Assessing the effectiveness of fashion marketing communications --
Future directions in fashion marketing communications.