Fashion Marketing Education for Higher Education Self-Study Examination (Art and Design Major) Designated Textbook

Author: Fang Min
Publisher:
Publish Date: 2003-05-01
Features: The theoretical foundation of fashion marketing is the theory of marketing, also known as "marketing." Since the 1950s, marketing theory has been valued worldwide and has become an important part of management science. Since apparel products are consumer goods, targeting the broad mass consumer market, marketing theory and techniques have become the fundamental theory and tools for the operation of all apparel enterprises. This book consists of eight chapters, systematically teaching the theoretical foundation of fashion marketing, environment, market research and analysis, market segmentation and positioning, product strategy, pricing strategy, distribution strategy, communication and promotion strategy. It is easy to understand and serves as a theoretical guidebook for students majoring in fashion.