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This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.

Mastering Fashion Marketing

Introduction.- The Customer and Fashion Consumption.- Marketing Research and Information for Fashion.- Fashion Segmentation, Targeting and Positioning (STP).- Marketing Mix: The Fashion Product.- Marketing Mix: Pricing in Fashion.- Marketing Mix: Promotion and Marketing Communications.- Marketing Mix: Place Channels of Distribution and Service.- Branding in Fashion and Luxury.- New Approaches to Fashion Marketing.- Strategic and Tactical Planning in Fashion Marketing.- Glossary.- Index.