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Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry

English

By (author): Olga Mitterfellner

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.

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Current price €41.39
Original price €45.99
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A01=Olga MitterfellnerAge Group_UncategorizedAuthor_Olga Mitterfellnerautomatic-updateCategory1=Non-FictionCategory=KJSACategory=KNPRCategory=KNSXCategory=KNTYCOP=United KingdomDelivery_Pre-orderLanguage_EnglishPA=Not yet availablePrice_€20 to €50PS=Forthcomingsoftlaunch

Will deliver when available. Publication date 09 Dec 2024

Product Details
  • Dimensions: 156 x 234mm
  • Publication Date: 09 Dec 2024
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9781032582320

About Olga Mitterfellner

Olga Mitterfellner SFHEA is Senior Lecturer in Fashion Business Management at the University of Westminster UK.

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