Product Description

Promotion is a key element at each step of the merchandising process. Advertising, direct
marketing, public relations, special events, and visual merchandising all work together to
communicate the same message about a product, brand, or organization to the end user.
Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion
and describes the promotion tools available for creating successful campaigns. The book
focuses on the comprehensive nature of promotion in the merchandising environment of
fashion and related goods, emphasizing the changing nature of promotion in a global marketplace.
This book also introduces promotion strategies and techniques that can be used
in a fashion environment or transferred to other disciplines or product categories. Using
international examples, the book takes a global perspective. In addition to covering the
role and organizational structure of promotion and advertising and the creative elements
involved, the text examines all the components of the promotion mix. Unlike other books
in the field, it considers both personal and non-personal techniques.

Product Details

• Amazon Sales Rank: #39943 in Books
• Published on: 2007-07-30
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 560 pages

About the Author
Kristen K. Swanson is an associate professor of merchandising at Northern Arizona University. Her research interests include retail promotion and tourism retailing. She has had work published in the Journal of Travel Research, Tourism Management, Journal of Vacation Marketing, Collegiate Retailing Association Proceedings, and Clothing and Textiles Research Journal. She is a member of the American Collegiate Retailing Association, International Textile and Apparel Association, and the Travel & Tourism Research Association.

Judith C. Everett is a Professor of Communication at Northern Arizona University where she teaches a wide range of merchandising courses; including merchandise buying, fashion show production, historic dress, and professional practices. Her research interests include retail promotion and visual merchandising. She is an active member of the American Collegiate Retailing Association and The Fashion Group International.

Customer Reviews

All about fashion merchandising!
Great book if you want to understand how fashion works business-wise. Comprehensive structure, demonstrative examples, intelligible language and all in all a very delightful book to read.