Download or read book Marketing de Moda written by Harriet Posner and published by . This book was released on 2016-03 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing de moda es un manual básico sobre los principios teóricos y las aplicaciones prácticas del marketing y el branding en el sector de la moda. Mediante un amplio repertorio de ejemplos y casos prácticos tomados de empresas de la moda, el mundo textil y el comercio minorista, Harriet Posner introduce al estudiante en los conceptos teóricos clave y lo conduce a lo largo de todo el proceso de trabajo, desde la investigación de mercado y la detección de las necesidades del consumidor hasta la creación de campañas de marketing atractivas y eficaces. (GG).
Download or read book Marketing written by Gary Armstrong and published by Pearson Educación. This book was released on 2003 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.
Download or read book Marketing de la moda written by Elsa Martínez Caballero and published by . This book was released on 2006-09 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Por qué visten igual una joven de Beijing y una de Madrid? ¿Por qué se rediseñan modelos de bolsos centenarios? ¿Por qué cada seis meses hay una renovación en las tendencias? ¿Y quién está detrás de estas «normas»? ¿Por qué se unen diseñadores prestigiosos a firmas de distribución masiva? ¿A qué nos referimos cuando hablamos de concept stores? ¿Por qué hay tiendas que parecen museos o que invitan, como templos, al recogimiento? ¿Por qué es tan importante la logística en el engranaje de la moda? ¿Qué papel desempeña hoy China en este sistema? ¿Es la India la nueva China? ¿Por qué logra tanta visibilidad la exhibición de las celebridades en la alfombra roja? ¿Qué está ocurriendo hoy en la industria de la moda? La respuesta a estas preguntas es compleja y cubre numerosos campos del conocimiento, pero es el propio sistema de la moda el que proporciona las claves para entenderlo, y este proceso pasa por conocer en profundidad las estrategias del marketing de la moda. Esta obra describe cómo lanzan y venden las empresas de moda los productos, y muestra nuevos caminos. Describe los aspectos tradicionales del marketing: políticas de precio, distribución, desarrollo de productos, ciclos de vida y estrategias de comunicación, y además, presta especial atención a aspectos contemporáneos como el e-marketing, el nuevo mapa mundial de la moda, la responsabilidad social de las compañías, la influencia de las celebridades, las alianzas de marcas, el branding emocional o las nuevas formas del lujo.
Download or read book Fashion Marketing written by Mike Easey and published by John Wiley & Sons. This book was released on 2009-03-16 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: ‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.
Download or read book Field Guide How to be a Fashion Designer written by Marcarena San Martin and published by Rockport Publishers. This book was released on 2009-09-15 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the first basic guide for aspiring fashion designers. It fully explains the fundamental concepts surrounding the business of fashion design from both a creative and marketing perspective. Designed as a flow chart, the book walks the reader through the steps necessary when developing a collection and highlights the key points in the process, from the genesis of an idea through to the production of a final design. A complete reference, this book also includes a listing of the major fashion schools around the world, and illustrates the paths taken by some of the most distinguished designers that got them where they are today.
Download or read book Fashion Marketing and Communication written by Olga Mitterfellner and published by Routledge. This book was released on 2019-11-14 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem and published by Springer Nature. This book was released on 2021-07-17 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Download or read book Mastering Fashion Marketing written by Tim Jackson and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.
Download or read book Marketing digital en la Moda written by José Luis del Olmo and published by Ediciones Universidad de Navarra. This book was released on 2014-05-13 with total page 894 pages. Available in PDF, EPUB and Kindle. Book excerpt: La moda es un sector en constante transformación en el que la tecnología desempeña un rol cada vez más importante. Destacar en el mercado requiere cada vez más dominar el marketing digital y conocer las claves de la moda en la red. Actualmente, las empresas del sector disponen de un amplio abanico de instrumentos y herramientas con las que mejorar la rentabilidad del negocio. Tener presencia en Internet es fundamental, pero también lo es seguir una estrategia adecuada, gestionarla bien, tener clientes activos y disponer de venta online. Para ello, el libro Marketing Digital en la Moda analiza los recursos y las técnicas de marketing digital que utilizan las marcas para alcanzar sus objetivos de marketing: desde los más tradicionales, como el posicionamiento en buscadores, los blogs o el e-mail marketing, hasta los más innovadores en el sector, como el mobile marketing o las redes sociales.
Download or read book Media and Metamedia Management written by Francisco Campos Freire and published by Springer. This book was released on 2016-11-21 with total page 514 pages. Available in PDF, EPUB and Kindle. Book excerpt: Media and Metamedia Management has contributions from seven prestigious experts, who offer their expertise and the view from their vantage point on communication, journalism, advertising, audiovisual, and corporate, political, and digital communication, paying special attention to the role of new technologies, the Internet and social networks, also from an ethics and legal dimension. A total of 118 authors belonging to 31 universities from Spain, Portugal, England and Ecuador have contributed to this book edited, coordinated and introduced by professors Francisco Campos-Freire and Xosé López-García, from the University of Santiago de Compostela, José Rúas-Araújo, from the University of Vigo, and Valentín A. Martínez-Fernández, from the University of A Coruña. Readers may also enjoy 66 articles, grouped into diverse chapters, on Journalism and cyberjournalism, audiovisual sector and media economy, corporate and institutional communication, and new media and metamedia.
Download or read book Marketing de moda written by Harriet Posner and published by Editorial GG. This book was released on 2016-04-01 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing de moda origina gran parte de las decisiones estratégicas y creativas que afectan al diseño y al desarrollo del producto, y constituye asimismo el puente que salva el vacío entre lo intangible de la moda y la realidad concreta de los negocios. Este doble papel esencial lo convierte en una de las especialidades clave tanto en los programas académicos de la enseñanza de la moda como en la industria del sector. Marketing de moda es un manual básico sobre los principios teóricos y las aplicaciones prácticas del marketing y el branding en el sector de la moda. Mediante un amplio repertorio de ejemplos y casos prácticos tomados de empresas de la moda, el mundo textil y el comercio minorista, Harriet Posner introduce al estudiante en los conceptos teóricos clave y lo conduce a lo largo de todo el proceso de trabajo, desde la investigación de mercado y la detección de las necesidades del consumidor hasta la creación de campañas de marketing atractivas y eficaces. Esta segunda edición revisada y actualizada incorpora un exhaustivo análisis del marketing digital y las nuevas tecnologías, y ratifica este manual como obra de referencia fundamental en la bibliografía sobre moda. Una guía potente y accesible especialmente dirigida a estudiantes y profesionales del sector.
Download or read book Modern Spain written by Enrique Ávila López and published by Bloomsbury Publishing USA. This book was released on 2015-12-07 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fulfilling the need for English-source material on contemporary Spain, this book supplies readers with an in-depth, interdisciplinary guide to the country of Spain and its intricate, diverse culture. Far from a usual reference book, Modern Spain takes the reader through the country's history, economy, and politics as well as topics that address Spain's popular culture, such as food, sports, and sexuality. Because of the interdisciplinary nature of its content, this book differs from the average typical English manuals that very rarely cover in depth the whole array of interesting issues that define Spain in the 21st century. The vast amount of information makes this book the perfect companion for any reader wishing to learn more about Spain. Packed with current facts and statistics, this book offers an unbiased view of a modern country, making it an ideal source for undergraduate students and scholars.
Download or read book Fashion Marketing Communications written by Gaynor Lea-Greenwood and published by John Wiley & Sons. This book was released on 2013-03-18 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.
Download or read book Exploring Intersectionality and Women in STEM written by Balderas, Luz Idalia and published by IGI Global. This book was released on 2024-03-18 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: A persistent challenge infects the vast setting of academic pursuits; the enduring gender gap in science, technology, engineering, and mathematics (STEM). Despite incremental progress, women continue to face formidable obstacles, ranging from entrenched stereotypes to institutional oversights. The urgency of addressing this issue cannot be overstated, as evidenced by UNESCO's revelation that less than 30% of the world's researchers and scientists are women. Exploring Intersectionality and Women in STEM seizes this pivotal moment, unraveling the complexities of the gender gap in STEM and daring to propose transformative solutions. This book is not just an analysis of disparities; it is a dynamic and initiative-taking guide for researchers, STEM students, and practitioners. By immersing oneself in its pages, the reader becomes an agent of change, armed with insights into life sciences, physical sciences, engineering, mathematics, computer science, and health sciences. Through a transdisciplinary lens, the book illuminates a path toward a more inclusive and equitable future.
Download or read book MARKETING Y COMUNICACI N DE MODA written by Gema Martínez Navarro and published by ESIC. This book was released on 2018-01-19 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: La moda es un sector fascinante. Realmente existen muy pocas personas a las que no les guste o atraiga la moda por una u otra razón. La moda nos aporta sensaciones, placeres y emociones, forma parte de nuestro tiempo de ocio y nos ayuda a expresar nuestra personalidad, nuestros valores y nuestra forma de sentirnos y entender la vida. Pero más allá de estas sensaciones, es un sector en continuo cambio y un motor de crecimiento económico en muchos países. En los últimos tiempos está siendo objeto de estudio y análisis tanto por académicos como profesionales del sector, dada su importancia dentro de la economía global. El mundo de la moda ha cambiado mucho en los últimos años debido al boom de las nuevas tecnologías, lo que ha producido profundos cambios en la forma en la que marcas y consumidores nos relacionamos. La presente obra analiza las estrategias de marketing y comunicación en el mercado de la moda desde un punto de vista analítico pero también muy práctico porque su objetivo es que el lector pueda tener una base teórica y conocer cómo se aplican las estrategias de marketing estratégico y operativo en el sector. Por otro lado, y dada la complejidad y amplitud del área de estudio, la obra tiene un enfoque práctico incluyendo ejemplos y lecturas para el debate con casos de marcas de moda que, con innovadoras ideas de negocio o estrategias, han conseguido llegar más que a la mente al corazón de los consumidores. Está pensado para aprender pero también para disfrutar leyéndolo por lo que la autora utiliza un lenguaje claro, sencillo y cercano evitando los tecnicismos puesto que, por encima de todo, se pretende que el lector pueda adentrarse en un mundo complejo pero fascinante y que año tras año nos sorprende con nuevas tendencias, estrategias y modelos de negocio que nos acercan cada vez más a las marcas de moda creando vínculos muy sólidos y estrechos.
Download or read book Fashion Marketing in Emerging Economies Volume II written by Frederica Brooksworth and published by Springer Nature. This book was released on 2022-12-12 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved. With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa. It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.
Download or read book Fashion Marketing in Emerging Economies Volume I written by Frederica Brooksworth and published by Springer Nature. This book was released on 2022-12-06 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women’s mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chapters provide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others. This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry.
