Promotion in the Merchandising Environment

by Swanson, Kristen K.; Everett, Judith C.

• ISBN13: 9781563675515
• ISBN10: 156367551X
• Edition: 2nd
• Format: Hardcover
• Copyright: 2007-08-10
• Publisher: Bloomsbury Academic

Summary

This comprehensive guide introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. Using international examples, the book takes a global perspective. An Integrated Marketing Communications (IMC) point of view is present throughout. In addition to covering the role and organizational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.

Author Biography

Kristen K. Swanson teaches fashion merchandising at Northern Arizona University. Professional memberships include the American Collegiate Retailing Association, International Textiles and Apparel Association and the Travel Tourism Research Association. Judith Everett is Associate Professor of fashion merchandising at Northern Arizona University, where she has been a faculty member since 1979. She is an active member of the American Collegiate Retailing Association and The Fashion Group International.

Table of Contents

Promotion : a global perspective	p. 3
Consumer behavior	p. 33
Promotion organization	p. 63
Promotional aspects of fashion forecasting	p. 93
Promotion planning	p. 127
Promotion budgets	p. 165
Social impact and ethical concerns	p. 197
Advertising and the creative process	p. 222
Print media	p. 249
Broadcast media	p. 295
Direct marketing and interactive media	p. 318
Sales promotion	p. 343
Public relations	p. 364
Special events	p. 401
Fashion shows	p. 423
Visual merchandising	p. 450
Personal selling	p. 477
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