Fashion marketing:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Chichester
Wiley-Blackwell
2009
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XVI, 260 S. |
| ISBN: | 9781405139533 |
Staff View
MARC
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|---|---|---|---|
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| 020 | |a 9781405139533 |c pbk. : alk. paper |9 978-1-4051-3953-3 | ||
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| 245 | 1 | 0 | |a Fashion marketing |c ed. by Mike Easey |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Chichester |b Wiley-Blackwell |c 2009 | |
| 300 | |a XVI, 260 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 7 | |a Kledingindustrie |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Mode |2 gtt | |
| 650 | 4 | |a Fashion merchandising | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Bekleidungsindustrie |0 (DE-588)4005382-9 |2 gnd |9 rswk-swf |
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| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Easey, Mike |e Sonstige |4 oth | |
| 856 | 4 | 2 | |m Digitalisierung UB Bamberg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017028255&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017028255 | ||
Record in the Search Index
| _version_ | 1804138488506875904 |
|---|---|
| adam_text | Contents
List of Contributors
ix
Preface
xi
Acknowledgements
XV
Part A: Understanding Fashion Marketing
1
1
An
Introduction to Fashion Marketing
3
Mike Easey
1.1
What is fashion?
3
1.2
What is marketing?
5
1.3
What is fashion marketing?
7
1.4
Fashion marketing in practice
7
1.5
How fashion marketing can help the
fashion industry
11
1.6
What fashion marketers do: five examples
12
1.7
Ethical issues in fashion marketing
13
1.8
An overview of the fashion marketing process
15
1.9
Summary
16
Further reading
17
2
The
Fashion Market and the Marketing Environment
18
Christine Sorensen
2.1
Introduction
18
2.2
The development of the fashion market
18
2.3
The fashion market: size and structure
21
2.4
Marketing environment
26
2.5
Micro-marketing environment
26
2.6
Macro-marketing environment
34
2.7
Trends in the marketing environment
56
2.8
Summary
58
Further readina
59
о
Part
В:
Understanding and Researching the
Z3
r+
Fashion Purchaser
61
Φ
ä
3
lít
The Fashion Consumer and Organizational Buyer
63
Mike Easey
3.1
Introduction
63
3.2
Why study the fashion buyer?
64
3.3
Fashion consumer decision-making
68
3.4
Psychological processes
73
3.5
Sociological aspects of consumer
behaviour
83
3.6
The organizational buyer
94
3.7
Summary
95
Further reading
96
4
Fashion Marketing Research
97
Patricia Gray
4.1
Introduction
97
4.2
The purpose of marketing research
97
4.3
An overview of the marketing research
process
100
4.4
Problem definition and setting research
objectives
100
4.5
Research design
100
4.6
Data sources
101
4.7
Practical sampling methods
103
4.8
Primary data collection methods
108
4.9
Data collection methods
111
4.10
Questionnaire design
113
4.11
Attitude measurement and rating scales
117
4.12
The role of marketing research in new
product development
119
4.13
Forecasting fashion
121
4.14
The Internet as a research tool
123
4.15
International marketing research
126
4.16
Summary
127
Further reading
128
Part
C: Target Marketing and Managing the
Fashion Marketing Mix
129
5
Segmentation and the Marketing Mix
131
Mike Easey and Christine Sorensen
5.1
Introduction and overview
131
5.2
Mass marketing and market segmentation
131
5.3
Segmentation: rationale, bases and strategy
134
5.4
Positioning and perceptual mapping
140
ζ>
5.5
The fashion marketing mix
141
|·
5.6
Summary
143 3-
Further reading
144
Designing and Marketing Fashion Products
145
Sheila Atkinson and Mike Easey
6.1
Introduction
145
6.2
The importance of fashion products
145
6.3
The nature of fashion products
147
6.4
The fashion industry and new product
development
157
6.5
Retail buying sequence: autumn and
winter season
161
6.6
The product mix and range planning
163
6.7
Fashion and related life cycles
169
6.8
Summary
176
Further
reading
176
Pricing
Garments and Fashion Services
177
Mike Easey
7.1
Introduction
177
7.2
Different views of price
177
7.3
The role of price decisions within
marketing strategy
178
7.4
External factors influencing price decisions
180
7.5
Internal factors influencing price decisions
183
7.6
Main methods of setting prices
184
7.7
Pricing strategies in relation to new
products
190
7.8
Pricing strategies to match the
competition
191
7.9
Price changes
193
7.10
Summary
195
Further reading
195
Fashion Distribution
196
John Willans
8.1
Introduction
196
8.2
The importance of fashion retailing
196
8.3
Structural issues
198
8.4
The industry s components
202
8.5
Trends in retailing
208
η
о
ІЗ
Г-+-
ф
10
Index
8.6
The Internet
213
8.7
The grey market
215
8.8
Retail marketing effectiveness
215
8.9
Summary
216
Further
reading
216
Fashion
Marketing Communications
218
Gaynor
Lea-Greenwood
9.1
Introduction
218
9.2
The marketing communications environment
219
9.3
The traditional approach to promotion
220
9.4
Fashion advertising
223
9.5
Sales promotion
225
9.6
Public relations
226
9.7
Celebrity endorsement and sponsorship
227
9.8
Personal selling
229
9.9
Visual merchandising to visual marketing
230
9.10
International marketing communications
232
9.11
Ethics in marketing communications
233
9.12
Evaluating the effectiveness of
marketing communications
234
9.13
New directions in fashion marketing
communications
235
9.14
Summary
236
Useful websites
236
Further
reading
237
Fashion
Marketing Planning
238
Mike Easey
10.1
Introduction
238
10.2
The planning process and objectives
238
10.3
Marketing audits and SWOT analysis
240
10.4
Marketing strategy
243
10.5
The fashion marketing plan
246
10.6
Implementation and organizational issues
247
10.7
Summary
250
Further
reading
250
of Fashion Marketing Terms
251
257
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| id | DE-604.BV035222192 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T21:28:57Z |
| institution | BVB |
| isbn | 9781405139533 |
| language | English |
| lccn | 2008030014 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017028255 |
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| physical | XVI, 260 S. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Wiley-Blackwell |
| record_format | marc |
| spelling | Fashion marketing ed. by Mike Easey 3. ed. Chichester Wiley-Blackwell 2009 XVI, 260 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Kledingindustrie gtt Marketing gtt Mode gtt Fashion merchandising Marketing (DE-588)4037589-4 gnd rswk-swf Bekleidungsindustrie (DE-588)4005382-9 gnd rswk-swf Bekleidungsindustrie (DE-588)4005382-9 s Marketing (DE-588)4037589-4 s DE-604 Easey, Mike Sonstige oth Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017028255&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fashion marketing Kledingindustrie gtt Marketing gtt Mode gtt Fashion merchandising Marketing (DE-588)4037589-4 gnd Bekleidungsindustrie (DE-588)4005382-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4005382-9 |
| title | Fashion marketing |
| title_auth | Fashion marketing |
| title_exact_search | Fashion marketing |
| title_full | Fashion marketing ed. by Mike Easey |
| title_fullStr | Fashion marketing ed. by Mike Easey |
| title_full_unstemmed | Fashion marketing ed. by Mike Easey |
| title_short | Fashion marketing |
| title_sort | fashion marketing |
| topic | Kledingindustrie gtt Marketing gtt Mode gtt Fashion merchandising Marketing (DE-588)4037589-4 gnd Bekleidungsindustrie (DE-588)4005382-9 gnd |
| topic_facet | Kledingindustrie Marketing Mode Fashion merchandising Bekleidungsindustrie |
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