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Synopsis
This comprehensive guide introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. Using international examples, the book takes a global perspective. An Integrated Marketing Communications (IMC) point of view is present throughout. In addition to covering the role and organisational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.
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About the Author
Kristen K. Swanson teaches fashion merchandising at Northern Arizona University. Professional memberships include the American Collegiate Retailing Association, International Textiles and Apparel Association and the Travel Tourism Research Association. Judith Everett is Associate Professor of fashion merchandising at Northern Arizona University, where she has been a faculty member since 1979. She is an active member of the American Collegiate Retailing Association and The Fashion Group International.
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- PublisherFairchild Books
- Publication date2001
- ISBN 10 1563671050
- ISBN 13 9781563671050
- BindingHardcover
- Number of pages587
- Rating
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Promotion in the Merchandising Environment
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Promotion in the Merchandising Environment
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