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Mastering Fashion Marketing

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This is the first book that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organisations, providing unique insights into the reality of fashion marketing. Appropriate for undergraduate and postgraduate fa This is the first book that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organisations, providing unique insights into the reality of fashion marketing. Appropriate for undergraduate and postgraduate fashion, retailing and business degrees, it is also a valuable read for practitioners seeking knowledge and understanding of fashion marketing.


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This is the first book that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organisations, providing unique insights into the reality of fashion marketing. Appropriate for undergraduate and postgraduate fa This is the first book that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organisations, providing unique insights into the reality of fashion marketing. Appropriate for undergraduate and postgraduate fashion, retailing and business degrees, it is also a valuable read for practitioners seeking knowledge and understanding of fashion marketing.

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