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Fashion Marketing: A Global Perspective

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Fashion Marketing: A Global Perspective by Rath, Patricia Mink; Petrizzi, Richard; Gill, Penny, 9781609010782
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
  • ISBN: 9781609010782 | 1609010787
  • Cover: Trade Paper
  • Copyright: 1/1/2012
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While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Fashion Marketing: A Global Perspectiveis the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behaviour, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketingexplores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.

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