Fashion Marketing Communications

Description

The fashion landscape is constantly evolving and the arrival of infotainment, new media and digital technologies have increased the importance of fashion promotion. Effective communications with consumers are necessary for success in a business as ephemeral as fashion: shops, fairs and runways are turning into moments of communication.
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. The author, a leading academic in a fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness.
Fashion Markeing Communications is an essential textbook for all courses related to fashion marketing. The use of case studies and questions in each chapter make this an invaluable resource for lectures, practioners and students.
Gaynor Lea-Greenwood is a senior lecturer in International Fashion Marketing and Communications at Manchester Metropolitan University, UK, and estimates that thousand of students have passed through her revolving door. Gaynor is an active researcher, external examiner for UK Universities and Assistant Editor of the Journal of Fashion Marketing and Management.

Talking Points
An essential guide to fashion marketing
Uses case studies for better understanding of the business of promoting fashion
Ensures a clear understanding of media channels, like advertising and PR, among others
Gives an orientation to international fashion marketing
Analyses the trends in fashion marketing communication with an eye to the future
Worldwide readership/market
Lecturers and students of fashion marketing, institutes, libraries and the general trade.

Features

• Title : Fashion Marketing Communications
• Author : Gaynor Lea Greenwood
• Publisher : Om Books International/Wiley Blackwell
• EAN : 9788126548408
• Binding : Paperback
• Published Date : May 2014
• Number Of Pages : 203
• Language : English

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