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Marketing Fashion Third Edition : Strategy, Branding and Promotion
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity.The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse.The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth.There are also more examples of global fashion weeks and brand collaborations.The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion
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Marketing Fashion, Second edition : Strategy, Branding and Promotion
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development.Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
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Innovation Clusters and Interregional Competition
Empirical evidence about cluster building, the emphasis of new growth theory on innovation, the recent interest in economic geography and the high pressure on politicians to establish favourable conditions for attracting dynamic industries have triggered a wave of research during the last decade, trying to understand more deeply why, how and where clusters emerge, and what factors determine their respective success or failure.In this volume the world's leading experts contribute to our understanding of regional innovation, cluster formation and the factors influencing regional productivity and innovative performance.It provides a timely and comprehensive picture on innovation, location, networks and clusters as important means in an environment of intensifying interregional competition.
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Swimming : Technique, Training, Competition Strategy
Crowood Sports Guides provide sound, practical advice that will help make you a better sportsperson whether you are learning the basic skills, discovering more advanced techniques or reviewing the fundamentals of your sport. Featured in Swimming - Crowood Sports Guides are information boxes containing Key Points and Top Tips; sequence photographs and detailed diagrams in colour. There is a thorough analysis of the four strokes (Butterfly, Backstroke, Breaststroke and Freestyle). Starts and turns analysis, including the individual Medley are covered and valuable advice on techniques, coaching, drills, training, tapering, nutrition and competition psychology is given. There is also an introduction to rules and equipment.
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Cosmetics Marketing : Strategy and Innovation in the Beauty Industry
Discover the tools required to pursue your career in cosmetics marketing.Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts.There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers. With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels.Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar global industry and will influence and support the next generation of leaders in beauty.
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The Business of Platforms : Strategy in the Age of Digital Competition, Innovation, and Power
A trio of experts on high-tech business strategy and innovation reveal the principles that have made platform businesses the most valuable firms in the world and the first trillion-dollar companies.Managers and entrepreneurs in the digital era must learn to live in two worlds—the conventional economy and the platform economy.Platforms that operate for business purposes usually exist at the level of an industry or ecosystem, bringing together individuals and organizations so they can innovate and interact in ways not otherwise possible.Platforms create economic value far beyond what we see in conventional companies. The Business of Platforms is an invaluable, in-depth look at platform strategy and digital innovation.Cusumano, Gawer, and Yoffie address how a small number of companies have come to exert extraordinary influence over every dimension of our personal, professional, and political lives.They explain how these new entities differ from the powerful corporations of the past.They also question whether there are limits to the market dominance and expansion of these digital juggernauts.Finally, they discuss the role governments should play in rethinking data privacy laws, antitrust, and other regulations that could reign in abuses from these powerful businesses.Their goal is to help managers and entrepreneurs build platform businesses that can stand the test of time and win their share of battles with both digital and conventional competitors.As experts who have studied and worked with these firms for some thirty years, this book is the most authoritative and timely investigation yet of the powerful economic and technological forces that make platform businesses, from Amazon and Apple to Microsoft, Facebook, and Google—all dominant players in shaping the global economy, the future of work, and the political world we now face.
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Industrial Organization : Competition, Strategy and Policy
Industrial Organisation: Competition, Strategy, Policy provides a thorough treatment of the core concepts and theories underlying the economics of industrial organization. In this new fifth edition, the authors use an array of empirical examples and case studies to analyse the structure, behaviour and performance of firms and industries.
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Marketing Strategy
Learn how to think and act like an effective marketer and forward-focused disruptor in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E.You learn to develop long-term, customer-oriented marketing strategy and successful marketing plans with this edition's systematic, reader-friendly approach.The latest examples from organizations as familiar as Spotify, Nintendo and Microsoft work with updated vignettes and the latest research and data.New cases from Tesla, Netflix and even the recent COVID-19 pandemic clearly illustrate the need for marketers to think proactively and anticipate change.You examine today's trends, from strategic digital marketing tools and integrated marketing communication to new marketing models.This edition also discusses product labeling, social media segmentation, crisis preparedness and innovation in global marketing as you learn to analyze, plan and implement effective marketing strategies.
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