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Promotion in the Merchandising Environment
Promotion in the Merchandising Environment by Kristen K. Swanson, Judith C. Everett 1563671050 9781563671050
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Promotion in the Merchandising Environment by Kristen K. Swanson, Judith C. Everett

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 organizational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix: advertising media, direct marketing, sales promotion, publicity, public relations, personal selling, special events, fashion shows, and visual merchandising. Unlike other books in the field, it considers both personal and non-personal techniques. The authors also discuss evaluation tools and examine the social, ethical, and legal implications of promotional efforts.

Author: Kristen K. Swanson, Judith C. Everett

Language: English

Binding: Hardcover

Pages: 587

Publisher: Fairchild Books

Publication Date: 1999-10-01

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ISBN: 1563671050


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Kristen K. Swanson, Judith C. Everett  Hardcover

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