Mastering Fashion Marketing

"The unique nature of the fashion industry can make it a challenge to apply generic marketing theory and models to fashion. Considering key areas including research, positioning, pricing, channels of distribution and promotion, the text provides readers with an insight into the diverse role of marketing within the style sector and relates marketing theory to the contemporary fashion business context." "Delivering practical, current and well-informed discussions, this is essential reading for anyone keen to learn more about the role of marketing within the heady world of fashion."--BOOK JACKET.