Fashion Marketing 3E 9781405139533 mobi 下载 网盘 caj lrf pdf txt 阿里云

　　Clothing that is not purchased o***orn 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 decisi*** 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 popula***ith 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 *** 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

? clea***orked 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 communicati*** as well as

the role of the internet.

See www.blackwellpublishing.com/easey for ***ing pack for

tutors, including PowerPoint slides for each chapter plus ideas and

exercises for seminars.

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 C***umer and Organizational Buyer .

by Mike Easey.

3.1 Introduction.

3.2 Why study the fashion buyer?.

3.3 Fashion c***umer decision ***.

3.4 Psychological processes.

3.5 Sociological ***ects of c***umer behaviour.

3.6 The ***anizational 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.

*** 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 decisi*** within marketing strategy.

7.4 External factors influencing price decisi***.

7.5 Internal factors influencing price decisi***.

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 Communicati*** .

by Gaynor Lea-Greenwood.

9.1 Introduction.

9.2 The marketing communicati*** environment.

9.3 The traditional approach to promotion.

9.4 Fashion advertising.

9.5 Sales promotion.

9.6 Public relati***.

9.7 Celebrity endor***t and sp***orship.

9.8 Personal selling.

9.9 Visual Merchandising to Visual Marketing.

9.10 International marketing communicati***.

9.11 Ethics in marketing communicati***.

9.12 Evaluating the effectiveness of marketing

communicati***.

9.13 New directi*** in fashion marketing communicati***.

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 ***ysis.

10.4 Marketing strategy.

10.5 The fashion marketing plan.

10.6 Implementation and ***anizational issues.

10.7 Summary.

Further reading.

Glossary of Fashion Marketing Terms .

Index

　　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 positi***. An experienced marketing c***ultant, he has

undertaken an extensive range of c***ultancy 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.

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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 o***orn 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 decisi*** 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 popula***ith 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 *** 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

* clea***orked 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 communicati*** as well as the role of the internet.

-----------------------------------------------------------

From the Back Cover

‘Clothing that is not purchased o***orn 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 decisi*** 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 popula***ith 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 *** 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

· clea***orked 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 communicati*** as well as the role of the internet.