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Promotion in the Merchandising Environment (2ND 07 Edition)by Kristen K. Swanson
Synopses & Reviews
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: advertising media, direct marketing, sales promotion, publicity, public relations, personal selling, special events, fashion shows, and visual merchandising. Unlike other books in the field, it considers both personal and non-personal techniques. The authors also discuss evaluation tools and examine the social, ethical, and legal implications of promotional efforts. Instructor's Guide provides objectives, teaching hints, project suggestions, and test questions.
Promotion is a key element at each step of the merchandising process. Advertising, direct marketing, public relations, special events, and visual merchandising all work together to communicate the same message about a product, brand, or organization to the end user. Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion and describes the promotion tools available for creating successful campaigns. The book focuses on the comprehensive nature of promotion in the merchandising environment of fashion and related goods, emphasizing the changing nature of promotion in a global marketplace by using international examples. This book also introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. The text examines all the components of the promotion mix, considering both personal and nonpersonal techniques.
About the Author
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
Role and Structure of Promotion
Promotion: A Global Perspective
Promotional Aspects of Fashion Forecasting
Social Impact and Ethical Concerns
Advertising and the Creative Process
Direct Marketing and Interactive Media
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