Books > Business & Economics > Industry & industrial studies > Service industries > Fashion & beauty industries
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Fashion Marketing and Communication - Theory and Practice Across the Fashion Industry (Paperback)
Loot Price: R1,049
Discovery Miles 10 490
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Fashion Marketing and Communication - Theory and Practice Across the Fashion Industry (Paperback)
Series: Mastering Fashion Management
Expected to ship within 9 - 15 working days
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Total price: R1,069
Discovery Miles: 10 690
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Some of the usual obstacles to modern teachings of marketing are
ethnocentricity, the limitation of creative thought by conformity
to existing theories, lack of questioning of ethics, and a
disconnection from historic events or sociological discourse. This
book, in contrast, draws together interdisciplinary approaches from
marketing, branding, promotion and critical media studies as tools
for understanding the way in which fashion works today, and
re-evaluates what makes certain fashion marketing tactics
fashionable. Offering a combination of theory and practice, Fashion
Marketing and Communication is full of international case studies,
practice-based examples and interviews with scholars and
practitioners in the fashion and communications industry. Covering
subjects including the history of consumerism, fashion marketing,
the creative direction of the fashion brand and the use of bloggers
and celebrities as marketing tools, this book delineates the
opportunities and challenges facing the future of fashion media in
the twenty-first century. Examining the last 100 years of marketing
and communications, current theory and practice, as well as
questions on the ethics of the fashion industry, this broad-ranging
and critical text is perfect for undergraduate and postgraduate
students of fashion marketing, branding and communication.
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