Fashion & Interior Design

Appropriate for introductory courses in Fashion Sales Promotion at both two and four year schools.

In this Second Edition, Phillips — demystifies the field of fashion sales promotion, introduces readers to each piece of the promotions puzzle, and demonstrates how these pieces fit together—all toward the ultimate goal of giving readers the ability to apply the skills they've learned.

• updates coverage to reflect the latest developments in fashion sales promotion, including...

  • CD-ROM Technology

  • selling over the Internet

  • the increased importance of “direct marketing” and direct mail

• identifies and illustrates each phase of fashion sales promotion, exploring themes like...

  • the link between sales promotion and merchandising

  • the vital role of marketing information

  • what constitutes effective execution.

• provides end-of-chapter cases and questions to reinforce concepts, challenge readers' grasp of new material, and stimulate open discussion.

• conveys concepts in a clear, concise writing style designed to be easily accessible to both the student of the fashion industry and the entrepreneur in the field.

 1. The Selling Game.


 2. Marketing.


 3. Retail Sales Promotion.


 4. The Advertising Department.


 5. Types of Retail Advertising.


 6. More About Co-Op Advertising.


 7. What is a Good Ad?


 8. The Buyer and the Ad.


 9. Newspapers: The Number-One Ad Medium.


10. Broadcast Advertising: Radio.


11. Broadcast Advertising: Television.


12. Other Advertising Methods.


13. Visual Merchandising: Another Dimension.


14. Special Events.


15. Publicity: A Different Drummer.


16. The Last Link.


Glossary.


Bibliography.


Index.

Fashion Promotion (Fashion)
Fashion Merchandising (Fashion)
Fashion Retailing (Marketing)

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Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.