免费下载书籍地址：PDF下载地址
精美图片
Fashion Marketing 3E 9781405139533书籍详细信息
- ISBN：9781405139533
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2008-11
- 页数：280
- 价格：327.90
- 纸张：胶版纸
- 装帧：平装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
Clothing that is not purchased or worn is not fashion’ (to
paraphrase Armani)
Knowledge of marketing is essential to help ensure success and
reduce the risk of failure in fashion. For the designer starting up
in business, this book offers a guide to the major decisions that
will enable you to fulfil your creative potential and be a
financial success: What are the major trends we should be
monitoring?; How should we set our prices?; What is the most
effective way to get our message across about the new product
range?; Which colour-wash will be the most popular with buyers?
Marketing is now a firmly established element of most fashion
and clothing courses. Fashion Marketing is written to meet
students’ requirements and has many features making it essential
reading for anyone involved in the fashion and clothing
business:
? deals with contemporary issues in fashion marketing
? up-to-date examples of global good practice
? exclusively about fashion marketing
? a unique contribution on range planning with a practical
blend of sound design sense and commercial realism
? a balance of theory and practice, with examples to
illustrate key concepts
? clear worked numerical examples to ensure that the ideas are
easily understood and retained
? over 50 diagrams
? a glossary of the main fashion marketing terms and a guide
to further reading
? a systematic approach to fashion marketing, not hyperbole or
speculation.
The new edition has been updated throughout with new material
on different promotional media, visual marketing and international
marketing research; and new coverage of internal marketing, supply
chain management, international marketing communications as well as
the role of the internet.
See www.blackwellpublishing.com/easey for supporting pack for
tutors, including PowerPoint slides for each chapter plus ideas and
exercises for seminars.
书籍目录：
List of Contributors .
Preface .
Acknowledgements.
Part A: Understanding Fashion Marketing.
1. An Introduction to Fashion Marketing .
by Mike Easey.
1.1 What is fashion?.
1.2 What is marketing?.
1.3 What is fashion marketing?.
1.4 Fashion marketing in practice.
1.5 How fashion marketing can help the fashion industry.
1.6 What fashion marketers do: five examples.
1.7 Ethical issues in fashion marketing.
1.8 An overview of the fashion marketing process.
1.9 Summary.
Further reading.
2. The Fashion Market and the Marketing Environment .
by Christine Sorensen.
2.1 Introduction.
2.2 The development of the fashion market.
2.3 The fashion market: size and structure.
2.4 Marketing environment.
2.5 Micro marketing environment.
2.6 Macro marketing environment.
2.7 Trends in the marketing environment.
2.8 Summary.
Further reading.
Part B: Understanding and Researching the Fashion Purchaser
.
3. The Fashion Consumer and Organizational Buyer .
by Mike Easey.
3.1 Introduction.
3.2 Why study the fashion buyer?.
3.3 Fashion consumer decision making.
3.4 Psychological processes.
3.5 Sociological aspects of consumer behaviour.
3.6 The organizational buyer.
3.7 Summary.
Further reading.
4. Fashion Marketing Research .
by Patricia Gray.
4.1 Introduction.
4.2 The purpose of marketing research.
4.3 An overview of the marketing research process.
4.4 Problem definition and setting research objectives.
4.5 Research design.
4.6 Data sources.
4.7 Practical sampling methods.
4.8 Primary data collection methods.
4.9 Data collection methods.
4.10 Questionnaire design.
4.11 Attitude measurement and rating scales.
4.12 The role of marketing research in new product
development.
4.13 Forecasting fashion.
4.14 The Internet as a research tool.
4.15 International Marketing Research.
4.16 Summary.
Further reading.
Part C: Target Marketing and Managing the Fashion Marketing
Mix.
5. Segmentation and the Marketing Mix .
by Mike Easey and Christine Sorensen.
5.1 Introduction and overview.
5.2 Mass marketing and market segmentation.
5.3 Segmentation: rationale, bases and strategy.
5.4 Positioning and perceptual mapping.
5.5 The fashion marketing mix.
5.6 Summary.
Further reading.
6. Designing and Marketing Fashion Products .
by Sheila Atkinson and Mike Easey.
6.1 Introduction.
6.2 The importance of fashion products.
6.3 The nature of fashion products.
6.4 The fashion industry and new product development.
6.5 Retail buying sequence: autumn and winter season.
6.6 The product mix and range planning.
6.7 Fashion and related lifecycles.
6.8 Summary.
Further reading.
7. Pricing Garments and Fashion Services .
by Mike Easey.
7.1 Introduction.
7.2 Different views of price.
7.3 The role of price decisions within marketing strategy.
7.4 External factors influencing price decisions.
7.5 Internal factors influencing price decisions.
7.6 Main methods of setting prices.
7.7 Pricing strategies in relation to new products.
7.8 Pricing strategies to match the competition.
7.9 Price changes.
7.10 Summary.
Further reading.
8. Fashion Distribution .
by John Willans.
8.1 Introduction.
8.2 The importance of fashion retailing.
8.3 Structural issues.
8.4 The industry’s components.
8.5 Trends in retailing.
8.6 The Internet.
8.7 The ‘grey market’.
8.8 Retail marketing effectiveness.
8.9 Summary.
Further reading.
9. Fashion Marketing Communications .
by Gaynor Lea-Greenwood.
9.1 Introduction.
9.2 The marketing communications environment.
9.3 The traditional approach to promotion.
9.4 Fashion advertising.
9.5 Sales promotion.
9.6 Public relations.
9.7 Celebrity endorsement and sponsorship.
9.8 Personal selling.
9.9 Visual Merchandising to Visual Marketing.
9.10 International marketing communications.
9.11 Ethics in marketing communications.
9.12 Evaluating the effectiveness of marketing
communications.
9.13 New directions in fashion marketing communications.
9.14 Summary.
Further reading.
10. Fashion Marketing Planning .
by Mike Easey.
10.1 Introduction.
10.2 The planning process and objectives.
10.3 Marketing audits and SWOT analysis.
10.4 Marketing strategy.
10.5 The fashion marketing plan.
10.6 Implementation and organizational issues.
10.7 Summary.
Further reading.
Glossary of Fashion Marketing Terms .
Index
作者介绍：
Mike Easey is Director of Collaborative Ventures in Newcastle
Business School at the University of Northumbria. He has worked for
three multinationals in marketing research, promotion and marketing
planning positions. An experienced marketing consultant, he has
undertaken an extensive range of consultancy work including
marketing for fashion manufacturers and fashion retailers. He is
also a university external examiner in fashion marketing, a QAA
Specialist Subject Reviewer in marketing and a member of the
editorial board of the Journal of Fashion Marketing and
Management.
出版社信息：
暂无出版社相关信息，正在全力查找中！
书籍摘录：
暂无相关书籍摘录，正在全力查找中！
在线阅读/听书/购买/PDF下载地址：
在线阅读地址：Fashion Marketing 3E 9781405139533在线阅读
在线听书地址：Fashion Marketing 3E 9781405139533在线收听
在线购买地址：Fashion Marketing 3E 9781405139533在线购买
原文赏析：
暂无原文赏析，正在全力查找中！
其它内容：
编辑推荐
Fashion Marketing provides a good introductory level text,
most appropriate for first year undergraduate students.? (Journal
of Fashion Marketing and Management, January 2009)
书籍介绍
Product Description
'Clothing that is not purchased or worn is not fashion' (to paraphrase Armani)
Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers?
Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students' requirements and has many features making it essential reading for anyone involved in the fashion and clothing business:
* deals with contemporary issues in fashion marketing
* up-to-date examples of global good practice
* exclusively about fashion marketing
* a unique contribution on range planning with a practical blend of sound design sense and commercial realism
* a balance of theory and practice, with examples to illustrate key concepts
* clear worked numerical examples to ensure that the ideas are easily understood and retained
* over 50 diagrams
* a glossary of the main fashion marketing terms and a guide to further reading
* a systematic approach to fashion marketing, not hyperbole or speculation.
The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet.
-----------------------------------------------------------
From the Back Cover
‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani)
Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers?
Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business:
· deals with contemporary issues in fashion marketing
· up-to-date examples of global good practice
· exclusively about fashion marketing
· a unique contribution on range planning with a practical blend of sound design sense and commercial realism
· a balance of theory and practice, with examples to illustrate key concepts
· clear worked numerical examples to ensure that the ideas are easily understood and retained
· over 50 diagrams
· a glossary of the main fashion marketing terms and a guide to further reading
· a systematic approach to fashion marketing, not hyperbole or speculation.
The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet.
书籍真实打分
故事情节：7分
人物塑造：8分
主题深度：9分
文字风格：4分
语言运用：8分
文笔流畅：4分
思想传递：4分
知识深度：5分
知识广度：8分
实用性：9分
章节划分：9分
结构布局：6分
新颖与独特：3分
情感共鸣：4分
引人入胜：6分
现实相关：5分
沉浸感：6分
事实准确性：4分
文化贡献：5分
网站评分
书籍多样性：9分
书籍信息完全性：4分
网站更新速度：7分
使用便利性：3分
书籍清晰度：6分
书籍格式兼容性：9分
是否包含广告：3分
加载速度：8分
安全性：4分
稳定性：7分
搜索功能：9分
下载便捷性：7分
下载点评
- 无多页(470+)
- 字体合适(154+)
- 引人入胜(545+)
- 好评多(74+)
- 种类多(416+)
- 超值(578+)
- 内容完整(195+)
- 无颠倒(606+)
- 差评少(230+)
- 傻瓜式服务(521+)
- 目录完整(346+)
下载评价
网友 游***钰：用了才知道好用，推荐！太好用了
网友 孔***旋：很好。顶一个希望越来越好，一直支持。
网友 郗***兰：网站体验不错
网友 利***巧：差评。这个是收费的
网友 田***珊：可以就是有些书搜不到
网友 曹***雯：为什么许多书都找不到？
网友 马***偲：好 很好 非常好 无比的好 史上最好的
网友 芮***枫：有点意思的网站，赞一个真心好好好 哈哈
网友 石***烟：还可以吧，毕竟也是要成本的，付费应该的，更何况下载速度还挺快的
网友 丁***菱：好好好好好好好好好好好好好好好好好好好好好好好好好
网友 宫***玉：我说完了。
网友 冉***兮：如果满分一百分，我愿意给你99分，剩下一分怕你骄傲
网友 车***波：很好，下载出来的内容没有乱码。
网友 菱***兰：特好。有好多书
网友 苍***如：什么格式都有的呀。