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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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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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Ethical Approaches to Marketing : Positive Contributions to Society
Ethical approaches to marketing offers a dynamic and inspiring perspective on how powerful marketing can have a positive and ethical impact on society.It brings together a wealth of internationally acclaimed academics who share their thoughts on a broad range of ethical approaches to marketing.With the continued and unwavering criticism of marketing across the globe, with accusations of persuasion, exploitation and manipulation and more this book aims to open the minds of the reader to the constructive and progressive approaches of ethical marketers.It reframes the way we think about marketing and society offering a number of emotional and motivational topics written by world leading academics, bringing together the great minds of ethical academics in a profound and dynamic monograph.The range of scholars includes new and upcoming academics taking on the opportunity to publish their work alongside eminent scholars.Contributions support the notion that marketing is good for society and impacts on consumer wellbeing, lifestyle, communities and positive consumer behaviours.This book asks the reader to think differently, feel the change that is rapidly developing in marketing through the interconnections of personal ethical values which are becoming interdependent with professional marketing values. "As problems linked to health, the environment and social injustice mount during the 21st century, harnessing the power of marketing to help find and promote positive solutions is going to be crucial for all our futures.Billy Bob Thornton once claimed publicly that 'Marketing is the Devil', but this collection demonstrates the potential for marketing and marketers to make important contributions on the side of the angels." (Professor Ken Peattie)
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Man and Technology: How Innovation Forms Our Society
Man and Technology: How Innovation Forms Our Society
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Designing with Society : A Capabilities Approach to Design, Systems Thinking and Social Innovation
This book explores an emerging design culture that rigorously applies systems thinking to the practice of design as a form of facilitating change on an increasingly crowded planet.Designers conversant in topics such as living systems, cultural competence, social justice, and power asymmetries can contribute their creative skills to the world of social innovation to help address the complex social challenges of the 21st century.By establishing a foundation built on the capabilities approach to human development, designers have an opportunity to transcend previous disciplinary constraints, and redefine our understanding of design agency.With an emphasis on developing an adaptability to dynamic situations, the cultivation of diversity, and an insistence on human dignity, this book weaves together theories and practices from diverse fields of thought and action to provide designers with a concrete yet flexible set of actionable design principles. And, with the aim of equipping designers with the ability to drive long-term, sustainable change, it proposes a new set of design competences that emphasize a deeper mindfulness of our interdependence; with each other, and with our life-giving natural systems.It’s a call to action to use design and design thinking as a tool to transform our collective worldviews toward an appreciation for what we all hold in common; a hope and a belief that our future is a place where all of humankind will flourish.
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Business, Society and Government Essentials : Strategy and Applied Ethics
Understanding the interrelationship of business, society and government is vital to working at any level in an organization of any size.This text develops strategic management skills using an applied ethics approach, primarily through a case study analysis pedagogy, to develop and implement ethical strategies in today’s high-tech global community. The authors crystallize the complex array of issues that business leaders, managers, and employees face in market and nonmarket environments, from balancing stakeholder interests and dealing with government regulations to managing crises and making socially responsible and ethical decisions.Technical concepts come to life through a variety of cases and case questions, thought-provoking personal and professional applications, ethical dilemmas, and practical exercises.Furthermore, an appendix offers approaches to case analysis and includes a case analysis table that serves as a model for students and professors.Thoroughly revised and updated, the third edition includes discussions on the influence of globalization and technology, the impact of COVID-19, and greater focus on developing ethical strategies. With its thorough coverage of relevant issues and skill-building elements to stimulate critical thinking, this text will engage and prepare students to understand and confront real-world business issues by developing and implementing ethical strategies through case analysis of companies and analysis of organizational ethical dilemmas.
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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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