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Fashion marketing communications [[electronic resource] /] / Gaynor Lea-Greenwood
| Fashion marketing communications [[electronic resource] /] / Gaynor Lea-Greenwood |
| Autore | Lea-Greenwood Gaynor |
| Pubbl/distr/stampa | Chichester, : John Wiley & Sons, Ltd., 2013 |
| Descrizione fisica | 1 online resource (218 p.) |
| Disciplina |
391.00688
746.920688 |
| Soggetto topico |
Advertising - Fashion
Fashion merchandising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-66515-8
1-118-49617-5 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Fashion Marketing Communications; Copyright; Contents; Acknowledgments; Chapter 1: Introduction; Description of the book; Structure of the book; Chapter 2: Marketing Strategy; Introduction; Promotional strategy; Where are we now?; Where do we want to be?; How do we get there?; Models of advertising; Examples of promotional campaigns; Summary; References; Activities; Chapter 3: Tools and Media Channels; Introduction; Advertising; Television advertising; Cinema advertising; Magazine advertising; Newspaper advertising; Radio advertising; Outdoor ambient media; Transport ambient media
Internet advertising Public relations; Product placement; Pop-up stores; Social networking; Direct marketing; Personal selling; The retail environment; Summary; References; Activities; Chapter 4: The Power of Magazines; Introduction; A repertoire of magazines; The magazine-reader relationship - my magazine is my mate?; Information needs; Cultural needs; Trust; Support; Status; Participation; Teenage magazines; Advertising costs, circulation and context; Product placement; Advertising value equivalent (AVE); The relationship between advertising and product placement Monthly and weekly magazines Weekend supplements; Celebrity and gossip magazines; The recession and magazine advertising; Summary; References; Activities; Chapter 5: The Role of Public Relations; Introduction; Who carries out the PR function?; The costs of PR; The role of the journalist in PR; Credibility; How PR differs from traditional advertising; How PR supports traditional advertising; PR with no advertising budget; PR as an 'afterthought'; How gender affects PR; Working out the value of product placement; Types of PR function; PR agencies; In-house PR departments The role of the PR function Contacts; Press releases; Show cards; Sponsorship; Events management; Providing evidence of effectiveness; Crisis management; Summary; References; Activities; Discussion questions; Chapter 6: Celebrity; Defining celebrity; Celebrity management; Celebrity endorsement; Brands and celebrity personalities; Accidental celebrity endorsement; Theoretical background; Transference; Attractiveness; Congruence; Celebrity collaborations; Celebrity ranges; Celebrity saturation; Celebrity slip-ups; Celebrity and charities; The celebrity life cycle; One to watch; Early recognition Global recognition Decline; Resurrection and re-invention; Measuring the effectiveness of celebrity endorsement; The major benefits of celebrity endorsements; The death of celebrity culture?; Summary; References; Activities; Chapter 7: The Retail Fashion Store Environment; Introduction; Consumer behaviour reviewed; Types of store; Store location; Approach and avoidance; Visual merchandising - the shop window; Mannequins; Themes for windows; Props in display; Colours in display; Shape in display; From visual merchandising to visual marketing; Hero pieces; Store layout and design Boutique layout |
| Record Nr. | UNINA-9910462296503321 |
Lea-Greenwood Gaynor
|
||
| Chichester, : John Wiley & Sons, Ltd., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fashion marketing communications [[electronic resource] /] / Gaynor Lea-Greenwood
| Fashion marketing communications [[electronic resource] /] / Gaynor Lea-Greenwood |
| Autore | Lea-Greenwood Gaynor |
| Pubbl/distr/stampa | Chichester, : John Wiley & Sons, Ltd., 2013 |
| Descrizione fisica | 1 online resource (218 p.) |
| Disciplina |
391.00688
746.920688 |
| Soggetto topico |
Advertising - Fashion
Fashion merchandising |
| ISBN |
1-118-49616-7
1-283-66515-8 1-118-49617-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Fashion Marketing Communications; Copyright; Contents; Acknowledgments; Chapter 1: Introduction; Description of the book; Structure of the book; Chapter 2: Marketing Strategy; Introduction; Promotional strategy; Where are we now?; Where do we want to be?; How do we get there?; Models of advertising; Examples of promotional campaigns; Summary; References; Activities; Chapter 3: Tools and Media Channels; Introduction; Advertising; Television advertising; Cinema advertising; Magazine advertising; Newspaper advertising; Radio advertising; Outdoor ambient media; Transport ambient media
Internet advertising Public relations; Product placement; Pop-up stores; Social networking; Direct marketing; Personal selling; The retail environment; Summary; References; Activities; Chapter 4: The Power of Magazines; Introduction; A repertoire of magazines; The magazine-reader relationship - my magazine is my mate?; Information needs; Cultural needs; Trust; Support; Status; Participation; Teenage magazines; Advertising costs, circulation and context; Product placement; Advertising value equivalent (AVE); The relationship between advertising and product placement Monthly and weekly magazines Weekend supplements; Celebrity and gossip magazines; The recession and magazine advertising; Summary; References; Activities; Chapter 5: The Role of Public Relations; Introduction; Who carries out the PR function?; The costs of PR; The role of the journalist in PR; Credibility; How PR differs from traditional advertising; How PR supports traditional advertising; PR with no advertising budget; PR as an 'afterthought'; How gender affects PR; Working out the value of product placement; Types of PR function; PR agencies; In-house PR departments The role of the PR function Contacts; Press releases; Show cards; Sponsorship; Events management; Providing evidence of effectiveness; Crisis management; Summary; References; Activities; Discussion questions; Chapter 6: Celebrity; Defining celebrity; Celebrity management; Celebrity endorsement; Brands and celebrity personalities; Accidental celebrity endorsement; Theoretical background; Transference; Attractiveness; Congruence; Celebrity collaborations; Celebrity ranges; Celebrity saturation; Celebrity slip-ups; Celebrity and charities; The celebrity life cycle; One to watch; Early recognition Global recognition Decline; Resurrection and re-invention; Measuring the effectiveness of celebrity endorsement; The major benefits of celebrity endorsements; The death of celebrity culture?; Summary; References; Activities; Chapter 7: The Retail Fashion Store Environment; Introduction; Consumer behaviour reviewed; Types of store; Store location; Approach and avoidance; Visual merchandising - the shop window; Mannequins; Themes for windows; Props in display; Colours in display; Shape in display; From visual merchandising to visual marketing; Hero pieces; Store layout and design Boutique layout |
| Record Nr. | UNINA-9910785734603321 |
|
Lea-Greenwood Gaynor
|
||
| Chichester, : John Wiley & Sons, Ltd., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fashion marketing communications / / Gaynor Lea-Greenwood
| Fashion marketing communications / / Gaynor Lea-Greenwood |
| Autore | Lea-Greenwood Gaynor |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Chichester, : John Wiley & Sons, Ltd., 2013 |
| Descrizione fisica | 1 online resource (218 p.) |
| Disciplina |
391.00688
746.920688 |
| Soggetto topico |
Advertising - Fashion
Fashion merchandising |
| ISBN |
9781118496169
1118496167 9781283665155 1283665158 9781118496176 1118496175 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Fashion Marketing Communications; Copyright; Contents; Acknowledgments; Chapter 1: Introduction; Description of the book; Structure of the book; Chapter 2: Marketing Strategy; Introduction; Promotional strategy; Where are we now?; Where do we want to be?; How do we get there?; Models of advertising; Examples of promotional campaigns; Summary; References; Activities; Chapter 3: Tools and Media Channels; Introduction; Advertising; Television advertising; Cinema advertising; Magazine advertising; Newspaper advertising; Radio advertising; Outdoor ambient media; Transport ambient media
Internet advertising Public relations; Product placement; Pop-up stores; Social networking; Direct marketing; Personal selling; The retail environment; Summary; References; Activities; Chapter 4: The Power of Magazines; Introduction; A repertoire of magazines; The magazine-reader relationship - my magazine is my mate?; Information needs; Cultural needs; Trust; Support; Status; Participation; Teenage magazines; Advertising costs, circulation and context; Product placement; Advertising value equivalent (AVE); The relationship between advertising and product placement Monthly and weekly magazines Weekend supplements; Celebrity and gossip magazines; The recession and magazine advertising; Summary; References; Activities; Chapter 5: The Role of Public Relations; Introduction; Who carries out the PR function?; The costs of PR; The role of the journalist in PR; Credibility; How PR differs from traditional advertising; How PR supports traditional advertising; PR with no advertising budget; PR as an 'afterthought'; How gender affects PR; Working out the value of product placement; Types of PR function; PR agencies; In-house PR departments The role of the PR function Contacts; Press releases; Show cards; Sponsorship; Events management; Providing evidence of effectiveness; Crisis management; Summary; References; Activities; Discussion questions; Chapter 6: Celebrity; Defining celebrity; Celebrity management; Celebrity endorsement; Brands and celebrity personalities; Accidental celebrity endorsement; Theoretical background; Transference; Attractiveness; Congruence; Celebrity collaborations; Celebrity ranges; Celebrity saturation; Celebrity slip-ups; Celebrity and charities; The celebrity life cycle; One to watch; Early recognition Global recognition Decline; Resurrection and re-invention; Measuring the effectiveness of celebrity endorsement; The major benefits of celebrity endorsements; The death of celebrity culture?; Summary; References; Activities; Chapter 7: The Retail Fashion Store Environment; Introduction; Consumer behaviour reviewed; Types of store; Store location; Approach and avoidance; Visual merchandising - the shop window; Mannequins; Themes for windows; Props in display; Colours in display; Shape in display; From visual merchandising to visual marketing; Hero pieces; Store layout and design Boutique layout |
| Record Nr. | UNINA-9910957782103321 |
|
Lea-Greenwood Gaynor
|
||
| Chichester, : John Wiley & Sons, Ltd., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fashion Marketing in Emerging Economies Volume I : Brand, Consumer and Sustainability Perspectives / / edited by Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah
| Fashion Marketing in Emerging Economies Volume I : Brand, Consumer and Sustainability Perspectives / / edited by Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah |
| Edizione | [1st ed. 2023.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2023 |
| Descrizione fisica | 1 online resource (286 pages) |
| Disciplina |
758.99759007475921
391.00688 |
| Collana | Palgrave Studies of Marketing in Emerging Economies |
| Soggetto topico |
Marketing
International economic integration Globalization Industries International business enterprises Emerging Markets and Globalization International Business |
| ISBN |
9783031073267
3031073266 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | INTRODUCTION -- 1. Fashion in Emerging Markets - Emerging Market Marketplace - The Fashion System -- THEME 1: BRAND MANAGEMENT AND MARKETING -- 2. Branding -- 3. Digital Marketing -- 4. Public Relations, Advertising & Communications -- THEME 2: CONSUMER ENGAGEMENT AND RESEARCH -- 5. Consumer Psychology & Neuromarketing -- 6 -- Data Science and Analytics in Marketing in New Role in Fashion -- 7. Research, Planning & Strategy -- 8. Trend Forecasting -- THEME 3: SUSTAINABLE DISTRIBUTION AND MARKETING -- 9. Sustainability and the Supply Chain -- 10. Events and Experiences -- 11. Distribution Channels -- CONCLUSION -- 12. The Future of Fashion Marketing. . |
| Record Nr. | UNINA-9910633912703321 |
| Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fashion Marketing in Emerging Economies Volume II : South American, Asian and African Perspectives / / edited by Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah
| Fashion Marketing in Emerging Economies Volume II : South American, Asian and African Perspectives / / edited by Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah |
| Edizione | [1st ed. 2023.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2023 |
| Descrizione fisica | 1 online resource (296 pages) |
| Disciplina |
374
391.00688 |
| Collana | Palgrave Studies of Marketing in Emerging Economies |
| Soggetto topico |
Marketing
International economic integration Globalization Industries International business enterprises Emerging Markets and Globalization International Business |
| ISBN |
9783031070785
303107078X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Section 1 - An Introduction -- Chapter 1: Fashion Marketing in Emerging Economies Volume II: South American, Asian and African perspectives -- Section 2 - Fashion Marketing in Emerging Economies: South American and Asian Perspectives -- Chapter 2: Fashioning the future generation: Generation Z Indian consumers’ attitudes towards Western and Indian Fashion -- Chapter 3: A Closer Look at the Menswear Market in Brazil -- Chapter 4: The power of neuromarketing: taking luxury fashion marketing in Southeast Asia markets to a whole new level -- Chapter 5: Afloat in a changing COVID-19 world: The rise of artisanal fashion in India for brand story relevance in challenging times -- Section 3 - Fashion Marketing in Emerging Economies: African Perspectives -- Chapter 6: Towards Understanding how Nigerian Fashion brands Influence Customer Purchasing Behaviour. A case study of Nigerian Fashion Brands -- Chapter 7: South Africa: A Snapshot of Contemporary Fashion Retail -- Chapter 8: The Rise of Female Empowerment in Egypt: The Fashion Psychology behind their Attire and Armour -- Chapter 9: Fashion Analytics in Africa & Middle East: Strategies, Tools and, Insights for Fashion Brands -- Section 4 - Conclusion -- Chapter 10: South American, Asian and African Perspectives in Fashion Marketing: Conclusion and Research Agenda. |
| Record Nr. | UNINA-9910634041603321 |
| Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Il marketing della moda : politiche e strategie di fashion marketing / Antonio Foglio
| Il marketing della moda : politiche e strategie di fashion marketing / Antonio Foglio |
| Autore | Foglio, Antonio |
| Edizione | [5. ed. aggiornata e ampliata] |
| Pubbl/distr/stampa | Milano : FrancoAngeli, 2007 |
| Descrizione fisica | 406 p. : ill. ; 23 cm. |
| Disciplina | 391.00688 |
| Soggetto topico |
Moda - Marketing
Abbigliamento - Marketing |
| ISBN | 88-464-8081-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNICAMPANIA-SUN0117524 |
|
Foglio, Antonio
|
||
| Milano : FrancoAngeli, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Vanvitelli | ||
| ||
Il marketing della moda : politiche e strategie di fashion marketing / Antonio Foglio
| Il marketing della moda : politiche e strategie di fashion marketing / Antonio Foglio |
| Autore | Foglio, Antonio |
| Edizione | [5. ed. aggiornata e ampliata] |
| Pubbl/distr/stampa | Milano, : FrancoAngeli, 2007 |
| Descrizione fisica | 406 p. : ill. ; 23 cm. |
| Disciplina | 391.00688 |
| Soggetto topico |
Moda - Marketing
Abbigliamento - Marketing |
| ISBN | 88-464-8081-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNICAMPANIA-VAN0117524 |
|
Foglio, Antonio
|
||
| Milano, : FrancoAngeli, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Vanvitelli | ||
| ||
Il marketing della moda e del lusso / Romano Cappellari
| Il marketing della moda e del lusso / Romano Cappellari |
| Autore | CAPPELLARI, Romano |
| Pubbl/distr/stampa | Roma : Carocci, 2008 |
| Descrizione fisica | 126 p. ; 20 cm |
| Disciplina | 391.00688 |
| Collana | Le bussole, Scienze della comunicazione |
| Soggetto topico | Abbigliamento [e] Moda - Marketing |
| ISBN | 978-88-430-4714-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNISA-990003183370203316 |
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CAPPELLARI, Romano
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||
| Roma : Carocci, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Improvvisamente l'abito scorso : stile vintage e limited edition nelle scelte di merchandising e buying del settore moda / Stefano Sacchi ; prefazione di Marisa Berenson
| Improvvisamente l'abito scorso : stile vintage e limited edition nelle scelte di merchandising e buying del settore moda / Stefano Sacchi ; prefazione di Marisa Berenson |
| Autore | Sacchi, Stefano |
| Pubbl/distr/stampa | Milano, : FrancoAngeli, 2017 |
| Descrizione fisica | 162 p. : ill. ; 23 cm |
| Disciplina |
391.00688
391 |
| Collana | Manuali |
| Soggetto non controllato | Moda - Marketing |
| ISBN | 978-88-917-6066-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNINA-9911024579203321 |
|
Sacchi, Stefano
|
||
| Milano, : FrancoAngeli, 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||