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Paperback. Pub: 2009 Pages: 240 Publisher: Palgrave Macmillan This is the first book on the subject and that COMBINES contemporary marketing theory with analysis of operational Marketing Practice within the Fashion Industry. It contains the views of key Practitioners and much original case study material from leading fashion organizations to provide unique ins into the reality of fashion marketing.Contents: Introduction The Customer and Fashion Consumption Marketing Research and Information for Fashion Fashion Segmentation. Targeting and Positioning (STP) Marketing Mix: The Fashion Product Marketing Mix: Pricing in Fashion Marketing Mix: Promotion and Marketing Communications Marketing Mix: Place Channels of Distribution and Service anding in Fashion and Luxury New Approaches to Fashion Marketing Strategic and Planning in Fashion Marketing Glossary Index

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