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Promotion in the Merchandising Environment

Swanson, Kristen K

Promotion in the Merchandising Environment - 3rd ed - New York Fairchild Books 2016 - 417p

Part I: Introduction To Promotion
1. Promotion and How It Works
2. Consumer Behavior
3. Creative Process in Promotion
4. Fashion Forecasting
Part II: Promotion Preparation
5. Promotion Organization
6. Promotion Planning and Budgeting
Part III: Media
7. Traditional Media
8. New Media
Part IV: Promotion Mix
9. Advertising
10. Direct Marketing and Sales Promotion
11. Public Relations
12. Personal Selling
13. Fashion Shows and Special Events
14. Visual Merchandising

ISBN: 9781628921571

Subjects--Personal Names:
Fashion merchandising

Dewey Class. No.: 658.8 / SWA

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