| 內容註: |
Introduction to fashion marketing. Fashion marketing: an introduction The big picture of the fashion industry Understanding fashion change Ethical and sustainable fashion Fashion marketing strategy. Strategic planning and marketing insights Segmentation, targeting and positioning How consumers think about and choose fashion. Micro factors: perception, learning and attitudes Individual consumer dynamics: motivation and the self-concept Macro factors: group and social influence and fashion opinion leadership Applying the marketing mix. Product development, branding and pricing Fashion marketing communications Fashion retailing and distribution. |