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商品詳細
Fashion Marketing and Communications : Theory and Practice Across the Fashion Industry. 2nd ed.
・ISBN 978-1-032-58234-4 hard GB£ 145.00
￥45,936.- (税込) ※（※）価格はご注文時の参考価格となります。
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・ISBN 978-1-032-58232-0 paper GB£ 38.99
￥12,351.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-44915-7
| 著者・編者 | Mitterfellner, Olga, |
|---|---|
| シリーズ | Mastering Fashion Management |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2024.11 |
| ページ数 | 324 pp. |
| 言語 | ENG |
| ニュース番号 | ＜729-472＞ |
解説
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry.
Offering a combination of theory and practice, the book covers subjects including historical advertising and public relations, modern consumerism, contemporary marketing techniques, international markets, and sustainable and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This second edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends. Interviews with practitioners have been refreshed and broadened to include a diverse range of perspectives from around the world. New case studies showcase real-life examples from Abercrombie & Fitch, Freitag, LOEWE and SOLIT Japan. This book champions new actionable theory frameworks with embedded activity sheets that invite the reader to apply the frameworks in an educational or professional context.
Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of fashion marketing, brand management and communications as well as practitioners. PowerPoint slides and exercise questions are available to support the book.