Promotion in the Merchandising Environment
Published on 1. January 2000
Book
Hardback
608 pages
978-1-56367-105-0 (ISBN)
Description
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 role and organisational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Illustrations
illustrations, 8 pp colour section
Dimensions
Height: 254 mm
Width: 203 mm
Thickness: 46 mm
Weight
1690 gr
ISBN-13
978-1-56367-105-0 (9781563671050)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Kristen K. Swanson | Judith C. Everett
Promotion in the Merchandising Environment
Book
10/2007
2nd Edition
Fairchild Books
€94.28
Article exhausted; check for reprint
Persons
Kristen K. Swanson teaches fashion merchandising at Northern Arizona University. Professional memberships include the American Collegiate Retailing Association, International Textiles and Apparel Association and the Travel Tourism Research Association. Judith Everett is Associate Professor of fashion merchandising at Northern Arizona University, where she has been a faculty member since 1979. She is an active member of the American Collegiate Retailing Association and The Fashion Group International.
Content
CONTENTS * The Role of Promotion - Promotion: A Global Perspective - Consumer Behaviour * Promotion Structure - Promotion and Advertising Organisation - Planning - Budget - Promotional Aspects of Forecasting * Promotion Mix - Advertising and the Creative Process - Print Media - Broadcast Media - Direct Marketing - Sales Promotion - Publicity and Public Relations - Personal Selling - Special Events - Fashion Shows - Visual Merchandising * Evaluation and Acccountability - Measuring Promotion Effectiveness - Social Impact and Ethical Concerns TEXT FEATURES Boxed readings from magazines, newspapers and other sources Future Trends section in each chapter Full-colour promotion portfolio Checklists and forms on how to apply the concepts discussed Bullet summary, list of key terms and discussion questions Instructors Guide provides objectives, teaching hints, project suggestions and test questions