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Marketing is a firmly established element of most fashion and clothing courses. This book was written to satisfy students' requirements and has a number of special qualities that make it essential reading for anyone involved in the fashion and clothing sectors of business. It discusses contemporary issues faced by fashion marketers, with up-to-date British and international examples. Theory and practice are well balanced with relevant examples to illustrate key concepts and principles. Concepts are made accessible and easy to apply to practical problems. Numerical concepts are clearly explained with worked examples. A distinctive overview of range planning combines sound design sense with commercial realism. A guide to further reading provides a firm foundation for all who wish to develop expertise in specialist areas like fashion market research, fashion advertising or fashion range planning.This book discusses the impact of the Internet on the marketing and distribution of fashion products and services. It embraces an integrated approach to marketing communications with new elements covering personal shopping and the use of celebrity endorsements. Fashion Marketing is largely based on the working and teaching experience of a team of experts from Newcastle Business School - a part of Northumbria University.
Mike Easey, BA (Hons), DipM, MCIM, CertEd, is Director of Collaborative Ventures in Newcastle Business School at the University of Northumbria at Newcastle. He has worked for three multinationals in marketing research, promotion and marketing planning positions. He is an experienced Marketing Consultant and has undertaken an extensive range of consultancy work including marketing for fashion manufacturers and fashion retailers. He is also a university external examiner in fashion marketing, a QAA Specialist Subject Reviewer in Marketing and a member of the editorial board of the Journal of Fashion Marketing and Management. Mike Easey produced Chapters 1, 3, 7 and 10 and co-wrote Chapter 5 with Christine Sorensen.