Promotion in the Merchandising Environment
by Swanson, Kristen K.; Everett, Judith C.Edition: 2nd
Format: Hardcover
Pub. Date: 2007-08-10
Publisher(s): Bloomsbury Academic
Other versions by this Author
List Price: $132.53
Rent Textbook
Select for Price
New Textbook
We're Sorry
Sold Out
Used Textbook
We're Sorry
Sold Out
eTextbook
We're Sorry
Not Available
How Marketplace Works:
- This item is offered by an independent seller and not shipped from our warehouse
- Item details like edition and cover design may differ from our description; see seller's comments before ordering.
- Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
- Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
- Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.
Summary
This comprehensive guide introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. Using international examples, the book takes a global perspective. An Integrated Marketing Communications (IMC) point of view is present throughout. In addition to covering the role and organizational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.
Author Biography
Kristen K. Swanson teaches fashion merchandising at Northern Arizona University. Professional memberships include the American Collegiate Retailing Association, International Textiles and Apparel Association and the Travel Tourism Research Association. Judith Everett is Associate Professor of fashion merchandising at Northern Arizona University, where she has been a faculty member since 1979. She is an active member of the American Collegiate Retailing Association and The Fashion Group International.
Table of Contents
| Promotion : a global perspective | p. 3 |
| Consumer behavior | p. 33 |
| Promotion organization | p. 63 |
| Promotional aspects of fashion forecasting | p. 93 |
| Promotion planning | p. 127 |
| Promotion budgets | p. 165 |
| Social impact and ethical concerns | p. 197 |
| Advertising and the creative process | p. 222 |
| Print media | p. 249 |
| Broadcast media | p. 295 |
| Direct marketing and interactive media | p. 318 |
| Sales promotion | p. 343 |
| Public relations | p. 364 |
| Special events | p. 401 |
| Fashion shows | p. 423 |
| Visual merchandising | p. 450 |
| Personal selling | p. 477 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
Digital License
You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.
More details can be found here.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.