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Marketing Fashion Third Edition : Strategy, Branding and Promotion
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity.The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse.The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth.There are also more examples of global fashion weeks and brand collaborations.The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion
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Marketing Fashion, Second edition : Strategy, Branding and Promotion
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development.Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.The book 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, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
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Luxury Fashion Marketing and Branding : A Strategic Approach
Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products.It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR.The textbook also offers a focused discussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity, and cultural sensitivity. This textbook is grounded in business practices, featuring real-world examples and international case studies from both established and modern brands.Chapter objectives and summaries aid comprehension, whilst end-of-chapter questions and activities enable further research and discussion. Luxury Fashion Marketing and Branding is ideal for advanced undergraduate and postgraduate students of fashion marketing and communications, luxury fashion business and luxury brand management.Its applied approach will also make it suitable for those studying for an Executive MBA in Fashion and Luxury Management.Online resources include an instructor’s manual, lecture slides and a test bank.
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The Marketing Agency Blueprint : The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms
Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period.The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge.Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry.Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns.The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose.The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency. The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales.It will use efficiency and productivity, not billable hours, as the essential drivers of profitability.Its value and success will be measured by outcomes, not outputs.Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors.The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainersDevelop highly efficient management systems and more effective account teamsDeliver greater results and value to clients This is the future of the marketing services industry.A future defined and led by underdogs and innovators.You have the opportunity to be at the forefront of the transformation.
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Brands and Branding : Strategy to Build and Nurture Brands
This volume examines the importance of strategic brand imaging and brand management.It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy.The book presents a practical perspective on building brands through social media and using artificial intelligence technologies.Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation. Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers.This book is a guide for readers and professionals who are interested in all aspects of branding and brand building.It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations, and for marketing professionals.It will help them understand fundamentals and practical application of brand management.
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Creative Personal Branding : The Strategy to Answer: What’s Next
Jürgen Salenbacher examines the work of leading theorists in business culture before explaining how our success in exploring change rests on our ability to think creatively.Branding practises, he suggests, can help us, but we also need to cultivate creative thinking.This book is a unique resource for creative minds, entrepreneurs, and teams, but may also be used by anyone facing major life decisions.
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The Marketing of Academic, National and Public Libraries Worldwide : Marketing, Branding, Community Engagement
The Marketing of Academic, National and Public Libraries Worldwide: Marketing, Branding, Community Engagement enables readers to learn about the most up-to-date trends, as well as hands-on practices and marketing tactics taken directly from 48 highly seasoned marketing and community engagement librarians around the world, namely in Africa, Australia, Canada, Croatia, Germany, Hong Kong, Latvia and Qatar.Via a series of in-depth and semi-structured interviews, this book provides insights into successful marketing strategies librarians can use to encourage donors and patrons to understand that their libraries are a great choice for fulfilling information needs, recreational interests, intellectual pursuits, and more. This book contains 45 interviews with academic, national and public librarians from 19 different countries and territories.So many voices! The focus is on the librarians themselves who have played an important role in the marketing and branding of libraries and have designed the processes to engage communities.What is intriguing to the reader is just how far the attitudes and perceptions of librarians affect the salience and achievements of any marketing practice in the library.These attitudes and perceptions fall out of the interview conversation and onto the page." International Journal of Education & Literacy Studies
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Marketing Strategy : Based on First Principles and Data Analytics
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited.The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances.Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach.This base toolkit will support students’ decision-making processes and equip them for a world driven by big data.The second edition builds on the first’s successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition:- Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies- Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion- Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments- Vibrant visual presentation with a new full colour designAccompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e.These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
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