This text applies current marketing theory to the fashion industry and highlights the particular challenges that this industry presents. Topics include: product development, pricing, market research and consumer behaviour. It also explains how to build a supply chain, design PR campaigns and control budgets. With an assessment of management techniques, such as Just In Time and Total Quality Management, the text shows how to implement a marketing plan. Encompassing an analysis of current social, economic and technological trends, and outlining ways to respond to the increased pressure of competition, it concludes with a look at marketing fashion for the future.
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Book Description Cengage Learning EMEA, 1994. Paperback. Book Condition: New. Bookseller Inventory # DADAX0415059402