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 ...Read MoreThis 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: advertising media, direct marketing, sales promotion, publicity, public relations, personal selling, special events, fashion shows, and visual merchandising. Unlike other books in the field, it considers both personal and non-personal techniques. The authors also discuss evaluation tools and examine the social, ethical, and legal implications of promotional efforts.Read Less
Fair. Good copy for reading, may have heavy page wear with writing textual notes highlighting or be an heavily used ex library copy with library markings, stickers or stamps. Dust jacket or accessories may not be included.
Good. Hardcover. May include moderately worn cover, writing, markings or slight discoloration. SKU: 9781563675515-4-0-3 Orders ship the same or next business day. Expedited shipping within U.S. will arrive in 3-5 days. Hassle free 14 day return policy. Contact Customer Service for questions. ISBN: 9781563675515.
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Very good. [No CD or ancillary materials included] [Authentic USA edition] [I will ship immediately] Book in standard used condition: slightly marked, moderately worn covers and edges, and good binding.
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