Promotion in the Merchandising Environment

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  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2007-08-10
  • Publisher: Bloomsbury Academic

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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.

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 perspectivep. 3
Consumer behaviorp. 33
Promotion organizationp. 63
Promotional aspects of fashion forecastingp. 93
Promotion planningp. 127
Promotion budgetsp. 165
Social impact and ethical concernsp. 197
Advertising and the creative processp. 222
Print mediap. 249
Broadcast mediap. 295
Direct marketing and interactive mediap. 318
Sales promotionp. 343
Public relationsp. 364
Special eventsp. 401
Fashion showsp. 423
Visual merchandisingp. 450
Personal sellingp. 477
Table of Contents provided by Blackwell. All Rights Reserved.

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