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Promotion in the Merchandising Environment
Kristen K. Swanson
Judith C. Everett
出版
Fairchild Publications
, 2000
主題
Business & Economics / Marketing / General
Business & Economics / Industries / Retailing
Business & Economics / Sales & Selling / General
Business & Economics / Industries / Fashion & Textile Industry
Design / Fashion & Accessories
ISBN
1563671050
9781563671050
URL
http://books.google.com.hk/books?id=bwxFAAAAYAAJ&hl=&source=gbs_api
註釋
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.