Raffles Library

Your cart is empty.
Normal view MARC view ISBD view

Fashion marketing communications / Gaynor Lea-Greenwood.

By: Lea-Greenwood, Gaynor.
Material type: TextTextPublisher: Chichester : John Wiley & Sons, Ltd, 2013Copyright date: ©2013Description: xi, 203 pages : color illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781405150606 (pbk.).Subject(s): Fashion merchandising | Communication in marketing | Business communicationDDC classification: 391.00688
Contents:
Introduction -- Marketing strategy -- Tools and media channels -- The power of magazines -- The role of public relations -- Celebrity -- The retail fashion store environment -- Trade marketing communications -- International fashion marketing communications -- Regulatory frameworks -- Assessing the effectiveness of fashion marketing communications -- Future directions in fashion marketing communications.
Summary: "Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"--P. [4] of cover.
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Item type Home library Call number Status Date due Barcode
Books Raffles University
HD9940.A2 L48 2013 (Browse shelf) Available RUI1600085
Books Raffles University
HD9940.A2 L48 2013 (Browse shelf) Available RUI1600086
Books Raffles University
HD9940.A2 L48 2013 (Browse shelf) Available RUI1600087

Includes bibliographical references and index.

Introduction -- Marketing strategy -- Tools and media channels -- The power of magazines -- The role of public relations -- Celebrity -- The retail fashion store environment -- Trade marketing communications -- International fashion marketing communications -- Regulatory frameworks -- Assessing the effectiveness of fashion marketing communications -- Future directions in fashion marketing communications.

"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"--P. [4] of cover.