Promotion in the Merchandising Environment

by Kristen K. Swanson, Judith C. Everett

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 organisational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.

587 pages, Hardcover

First published October 1, 2000

Reviews

[Bosco Farr]

Good beginner text on promotion and marketing of fashion.