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Short description Effective communications with consumers are especially necessary for success in a business as ephemeral and competitive as fashion. This textbook for students of fashion design, fashion marketing, and communications sets out all that they need to successfully participate in the increasing number of courses with marketing communications as a component. Taking an international approach that reflects the global fashion market, this invaluable resource features many real-world case studies for practical, hands-on learning.
From the contents Introduction Just what is marketing communications again?.
Objectives of campaigns, Where do we want to be and how do we get there?.
The process of communication, models of communication and their relationship with consumer behaviour in fashion purchasing. How communication works.
The tools of marketing communications; relative costs. How a little can go a long way.
Integrated fashion marketing communications. Are we all singing the same song?.
Communicating in retail. Display is not just for Dummies.
Public relations in fashion. How we write for busy journalists.
Evaluating the effectiveness of a campaign. Did it work? How do we know?.
The celebrity effect. I want to look like her.
Regulatory frameworks. I want to make a complaint, yours disgusted of.
Internationalisation of fashion marketing communications. Going across the water.
