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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.
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|
|Table of Contents provided by Blackwell. All Rights Reserved.|