Promotion in the Merchandising Environment 2nd edition - Hardcover

Swanson, Kristen K.; Everett, Judith C.

Hardcover

ISBN 10: 156367551X ISBN 13: 9781563675515

Publisher: Fairchild Books, 2007

Synopsis

Promotion is a key element at each step of the merchandising process. Advertising, direct marketing, public relations, special events, and visual merchandising all work together to communicate the same message about a product, brand, or organization to the end user. Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion and describes the promotion tools available for creating successful campaigns. The book focuses on the comprehensive nature of promotion in the merchandising environment of fashion and related goods, emphasizing the changing nature of promotion in a global marketplace by using international examples. This book also introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. The text examines all the components of the promotion mix, considering both personal and nonpersonal techniques.

About this title

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.

About this edition

• Publisher: Fairchild Books
• Publication date: 2007
• ISBN 10: 156367551X
• ISBN 13: 9781563675515
• Binding: Hardcover
• Edition number: 2
• Number of pages: 560