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Title: Fashion marketing communications / Gaynor Lea-Greenwood.
Author: Lea-Greenwood, Gaynor.
General Notes: 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"--Page 4 of cover.
Publisher: John Wiley & Sons, Ltd,
Publication Place: Chichester :
ISBN: 9781118496176 (ebk)
9781118496152 (ebk)
9781118496169 (ebk)
Subject: Fashion merchandising.
Communication in marketing.
Business communication.
Mode -- Marchandisage.
Communication en marketing.
Communication dans l'entreprise.
Advertising -- Fashion.
Fashion merchandising.
Business communication.
Communication in marketing.
Fashion merchandising.
Modebranche
Marketingstrategie
Kommunikationsstrategie
Communication en marketing.
Mode.
Marknadskommunikation.
Mode -- marknadsf�oring.
Marketing
Mode
Werbeplanung
Werbetr�ager
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.
Physical Description: xi, 203 pages : color illustrations ;
Publication Date: 2013.
�2013

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Balqa General 391.00688 L 4236 Normal Circulation Available   BU201019339 Book
Irbid University College General 391.00688 JOH Normal Circulation Available 1 BUI205003145 Book