This practical guide covers the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The text explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies, using examples and case studies drawn from a broad range of fashion, textile, and retail businesses.
HD 9940 .A2 P67 2015 Online