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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

Ratings: (0)|Views: 59 |Likes:
Published by Cristina Crasnojon

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Published by: Cristina Crasnojon on Jun 10, 2012
Copyright:Attribution Non-commercial

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07/23/2013

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lherranz_1 liked this
Shirley Johansson added this note
Not the complete document. Can see the index for content regarding the Marketing Mix, but content stops at Segmentation and the Marketing Mix (Intro copy)
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