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Cousins / Wiltshire

Fashion Marketing

Strategies and Innovative Practices for Brand Positioning

Jetzt vorbestellen! Wir liefern bei Erscheinen (Erscheint vsl. Februar 2026)

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ca. 51,00 €

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Buch. Softcover

2026

328 S.

In englischer Sprache

Kogan Page Ltd. ISBN 978-1-398-62476-4

Format (B x L): 17 x 24 cm

Produktbeschreibung

Taking a holistic view of the fashion landscape, from fast fashion to high-end, understand marketing principles, practices and the vital role marketing plays within the context of fashion.

Fashion Marketing caters to undergraduate students and is also ideal for any student needing a comprehensive introduction to the world of fashion marketing. Covering:

- Consumer and customer motivations
- E-commerce and social commerce
- Digital and technological advancements
- Global perspectives
- Sustainability and the product lifecycle
- Marketing channels

Students will understand the key concepts and fundamentals of fashion marketing, by engaging with practical insights, exercises and various real-world examples throughout this book. Examples include various companies including Marks and Spencer's, Matalan, Chanel, Paynter, Puma and GymShark. In-text resources also include a glossary, key concepts and learning outcomes and exercise questions. Online resources include PowerPoint slides for lecturers, short audio clips and a lecturers' manual.