Fashion Marketing Communications

To Purchase this product, please visit

https://dev.store.wiley.com/en-us/Fashion+Marketing+Communications-p-9781118496169

Fashion Marketing Communications

Gaynor Lea-Greenwood

Description

Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business.

This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

About the Author

Gaynor Lea-Greenwood, MA, BA, is Senior Lecturer in Fashion Marketing and Buying at Manchester Metropolitan University, having worked at a senior level in the fashion industry. She is an active researcher, external examiner for UK Universities and Assistant Editor of the Journal of Fashion Marketing and Management.

Features

* This will be the first British textbook on the subject.

* International approach, reflecting the global market for fashion.

* The clothing industry is vast, currently worth £35 billion a year in the UK and growing.

* Effective communications with consumers are particularly necessary for success in a business as ephemeral and competitive as fashion.

* Marketing is now a substantial component of many fashion courses, reflecting the importance of marketing in the fashion industry.

* The book will include at least 8 case studies. Each chapter will have a case study and exercises.

To Purchase this product, please visit

https://dev.store.wiley.com/en-us/Fashion+Marketing+Communications-p-9781118496169