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Table Of Contents

Part A Understanding Fashion Marketing
1.1 What is fashion?
1.2 What is marketing?
1.3 What is fashion marketing?
1.4 Fashion marketing in practice
1.6 What fashion marketers do: five examples
1.7 Ethical issues in fashion marketing
1.8 An overview of the fashion marketing process
1.9 Summary
Further reading
2.1 Introduction
2.2 The development of the fashion market
2.3 The fashion market: size and structure
2.4 Marketing environment
2.5 Micro-marketing environment
2.6 Macro-marketing environment
2.7 Trends in the marketing environment
2.8 Summary
3.1 Introduction
3.2 Why study the fashion buyer?
3.3 Fashion consumer decision-making
3.4 Psychological processes
3.6 The organizational buyer
3.7 Summary
4.1 Introduction
4.2 The purpose of marketing research
4.5 Research design
4.6 Data sources
4.7 Practical sampling methods
4.8 Primary data collection methods
4.9 Data collection methods
4.10 Questionnaire design
4.11 Attitude measurement and rating scales
4.13 Forecasting fashion
4.14 The Internet as a research tool
4.15 International marketing research
4.16 Summary
5.1 Introduction and overview
5.2 Mass marketing and market segmentation
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Fashion Marketing

Fashion Marketing

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Published by beingsa

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Published by: beingsa on Feb 20, 2011
Copyright:Attribution Non-commercial

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11/03/2012

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