000			02875cam a2200397 i 4500
999			_c738 _d738
001			21132008
003			OSt
005			20251027105703.0
008			190807s2020 enk b 001 0 eng c
010			_a 2019028144
020			_a9781138323087 _q(hardback)
020			_a9781138323094 _q(paperback)
020			_z9780429451591 _q(ebook)
040			_aLBSOR/DLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF6161.C44 _bM59 2020
082	0	0	_a746.920688 _bM685 2020 _223
100	1		_aMitterfellner, Olga, _d1978- _eauthor.
245	1	0	_aFashion marketing and communication : _btheory and practice across the fashion industry / _cOlga Mitterfellner.
264		1	_aLondon ; _aNew York : _bRoutledge, Taylor & Francis Group, _c2020.
300			_axvii, 195 pages ; _c25 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 180-186) and index.
520			_a"Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples, and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the 21st century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication"-- _cProvided by publisher.
650		0	_aFashion merchandising.
650		0	_aAdvertising _xFashion.
650		0	_aClothing trade.
650		0	_aCommunication in marketing.
650		0	_aBranding (Marketing)
776	0	8	_iOnline version: _aMitterfellner, Olga, 1978- _tFashion marketing and communication. _dAbingdon, Oxon ; New York, NY : Routledge, 2020 _z9780429451591 _w(DLC) 2019028145
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cCIR