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While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.
The approach of "Fashion Now "is to emphasize fashion and marketing. By using this book students will learn that one of the keys to becoming successful in the fashion business is through decision making based on the marketing approach. First, find out what customers want and then provide a product of service to meet these needs or wants. The basic language and principles of fashion are presented early in the text so that students can apply these to more advanced marketing and merchandising discussions. The globalization of fashion is a pervasive theme presented in many ways including history, international sourcing and trade and retailing.
This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21st Century. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
International business, especially the export-import trade, is no longer an option, but a necessity for today's apparel industry to grow and generate profits or just to survive in the global marketplace. The decision to export or import is best based on a company or individual entrepreneur's careful and thorough analysis of its internal and external resources and capabilities. Essentials of Exporting and Importing provides the merchandising, marketing, or business student a practical, basic guide for importing and exporting products, services, or technology in a global economy. What You Need to Know sections begin each chapter with a list of learning objectives that establishes a foundation of important concepts explored within the chapter. This helps readers build an industry-specific vocabulary with key terms defined in context within the chapter then bolded and highlighted in the margin--plus a new appendix of industry acronyms. Calling upon the knowledge and expertise of industry professionals and government officials as sources, the authors focus on the policies, procedures, and practices essential for success in the dynamic and expanding field of international trade.The 2nd Edition is fully updated with information on recent changes in U.S. export-import trade policies/procedures, current trade trends, and key trade relationships. Shoemack and Mink Rath expand the discussion of how to identify and enter emerging markets and increase coverage of how global trade issues--such as cultural, political, economic climates--effect the textile and apparel industries. New to this Edition: Quick studies of companies and entrepreneurs highlight chapter content in practice. Examples include: -L'Oréal and MAC: Health and Beauty Aids for Africa -Hall & Madden: Providing Customers with Bespoke Shirts at RTW Prices -Patagonia's Support of Growth and Sustainability
'Fashion Marketing' is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the world's largest and most global of industries. With international contributions from the UK, USA and China, 'Fashion Marketing' covers all of the key themes and issues of this area, including: * forecasting * sourcing * supply chain management (demand management) * new product development * design management * logistics * range planning * colour prediction * market testing * e-commerce * strategy Ideal for use on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management where there is a need to address the topic of fashion marketing, this book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.
Global history is predicated on connections and exchange: how connections between far-flung people, places, and objects are forged through a variety of exchanges. As world history has matured as a field, its practitioners have found the movement of commodities between peoples, places, and time a fruitful vehicle for research and teaching. Studies of 'bulk' items like salt, spices, coffee, and other globally-traded commodities abound, but few scholars have examined the role of luxury goods from a global perspective. This anthology charts the many different contexts in which luxury objects have been used across the globe, ranging from the social practices linked to these objects to their production, exchange, and consumption, as well as how these practices varied over time and space and how different societies attributed diverse meanings to the same objects. Using luxury goods as a conduit, Luxury in Global Perspective enriches our understanding of global history.

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