Fashion marketing policies and strategies

The book examines the scenario of the fashion market, the buying behavior of the trade and the consumer, the necessary strategic marketing process, market research, segmentation, positioning of the fashion product, the strategic combination of the elements of fashion. marketing mix, strategies and related policies (product, price, distribution, communication, promotion, sales), planning, marketing audit. A glossary of the main terms of fashion marketing completes the work. A text recommended to those who work in the sector (entrepreneurs, stylists, designers, managers, marketologists, marketing and sales directors, merchandisers, PR managers, sellers, representatives, agents, buyers, retailers, consultants, scholars) or wish to enter, supported by thirty years of marketing experience of Antonio Foglio.


Author: Antonio Foglio
Dimensions: 21×28.5 cm
Pages: 408
Publication Date: March 2017
Publisher: Franco Angeli
Language: Italiano
ISBN-10: 8846480813
ISBN-13: 978-8846480811