Kristen K. Swanson, Judith C. Everett
©2007, 538 pp., illustrated, 8pp. full color, hardcover. Price at Amazon: from 60$
“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 organizational 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. “
Contents
Role and Structure of Promotion
Promotion: A Global Perspective
Consumer Behavior
Promotion Organization
Promotional Aspects Of Fashion Forecasting
Promotion Planning
Promotion Budgets
Social Impact And Ethical Concerns
Promotion Mix
Advertising And The Creative Process
Print Media
Broadcast Media
Direct Marketing And Interactive Media
Sales Promotion
Public Relations
Special Events
Fashion Shows
Visual Merchandising
Personal Selling
Related Articles
