TY  - BOOK
AU  - Posner,Harriet
TI  - Marketing fashion
T2  - Portfolio
SN  - 9781856697231 (pbk.) :
AV  - HF5439.C6 P68 2011
PY  - 2011///
CY  - London
PB  - Laurence King
KW  - Fashion merchandising
KW  - Clothing trade
KW  - Fashion
N1  - Includes bibliographical references (p. 212) and index; 1. Structure of the fashion market -- 2. The marketing toolkit -- 3. Research and planning -- 4. Understanding the customer -- 5. Introduction to branding -- 6. Fashion promotion -- 7. Careers in fashion marketing
N2  - Marketing Fashion' is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. It explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry
ER  -