Marketing fashion - Posner, Harriet (Laurence King Pub., 2011)
Includes index
Structure of the fashion market -- The marketing toolkit -- Research and planning -- Understanding the customer -- Introduction to branding -- Fashion promotion -- Careers in fashion marketing
'Marketing Fashion' is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. It explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry
Includes bibliographical references and index