Fashion marketing and communication theory and practice across the fashion industry - Mitterfellner, Olga 1978- (Routledge, 2020)
Includes bibliographical references and index
Fashion marketing from a historical perspective : early days of advertising and consumerism -- Fashion promotion and public relations -- The marketing mix and communications tools -- Creating the marketing message : branding and marketing communications -- Social media, blogs and opinion-leaders : who is leading your opinion? -- Target market and segmentation -- Target marketing and the international consumer : coding and decoding brand messages -- Brand communication at the point-of-sale : sensory branding -- A critical look at advertising : brands selling hopes, dreams and objectification -- The future of fashion marketing : trends and opportunities