Fashion Marketing, Second Edition: Contemporary issues时尚营销：当代问题 电子版 免费 pdf 下载 azw3 fb2 caj mobi

A collection of international contributi*** from renowned academics and practitioners from the UK，USA and China，the second edition of Fashion Marketing has been revised and expanded to incorporate the major changes in the fashion industry since 2001。This edition integrates everything on fashion marketing that a student or practitioner could ever need。 Now covering all the key themes and issues of the area：

*globalization

*fast fashion

*luxury fashion

*offshoring

*business-to-business

*forecasting

*sourcing

*supply chain management （demand management）

*new product development

*design management

*logistics

*range planning

*colour prediction

*market testing

*e-commerce

*strategy

Ideal for use on Fashion marketing and Fashion management programmes， this book will also be invaluable on any undergraduate or postgraduate courses in Fashion， Textiles， Apparel and Retailing Management。 This book will also serve as a useful， informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry。

作者简介：

Professor Tony Hines is Chair of Doctoral Programmes at Manchester Metropolitan University，UK。 His research interests are market-led supply chain strategies，and he has a particular expertise in the apparel sector。Tony has worked with a number of ***anizati*** in the UK and internationally to research and develop supply chain strategies。 During the past three years he has worked with the Sri Lankan Government，the Sri Lanka Export Association and the Chartered Institute of Marketing to develop executive marketing and supply chain programmes for the Apparel Industry in Sri Lanka linked to professional marketing qualificati***。He is editor of the Textile Institute Journal of Economics，Management and Marketing a position he has held since 1994。He is a leading marketing educator having taught and examined in the UK and internationally。 He has held Senior Examiner positi*** for the Chartered Institute of Marketing。

Professor of Design Management and Marketing at Manchester Business School （MBS）。 She is also a specialist in fashion retail marketing。 Prior to joining MBS， she was Head of Textiles at UMIST and developed a suite of fashion retail programmes。 Her research spans design management， product development，fashion retailing and strategic marketing。She has published 8 books and over 200 papers in these fields。Currently，her research is focused on design and innovation management in the supply chain and how innovation impacts on competitiveness in retailing。She is a Panel member of the Arts and Humanities Research Board，AHRB and the Graduate Pioneer Programme， Nesta，as well as acting as a Strategic Advisor to Hong Kong Polytechnic University。She is CEO of Indigo Retail Soluti*** Ltd and has developed an e-learning retail management simulation package， which is being used by Universities and companies globally。 Professor Bruce holds the International Chair in Design and Marketing at ICN， Ecole de Management， University of Nancy， France。

Foreword

List of Contributors

Acknowledgements

Introduction

1 Globalization：global markets and global supplies

TonyHines

Introduction

Fashion markets and fashion marketing

The growing impact of China on world textile and clothing markets

India’S expected growing share of the world market

MFA　1974—1994

The WTo A*** 1995—2004

Free trade vis-a-vis fair trade

WTo rules in practice：an illustrative case

The globalization phenomenon

Value creation，information and powerful brands

Globalization defined

Globalization and its impact upon supplies

Market definition

Large retailers and their influence on trade

UK retail structure

UK retail market size and market shares

The growth of supermarket fashion

Global production networks：global sourcing

Summary

References

2 Supply chain strategies，structures and relati***hips

TonyHines

Antecedents of supply chain management

　Supply chain strategies

　Total cost of ownership

　Supply chain strUCtures

　Supply chain relati***hips

　Supply chain research

　References

3 Challenges of fashion buying and merchandising

　Margaret Bruce and Lucy Daly

　Introduction

　Dynamics of fashion sourcing

　Fashion supply chain

　Managing a portfolio of supplier relati***hips

　Vendor selection

　Fashion buying decision criteria

　buying processes

　Fashion buying cycle

　Fashion retail buying

　Conclusi***

　Acknowledgement

　References

4 Segmenting fashion c***umers：rec***tructing the challenge

　of c***umer complexity

　Tony Hines and Lee Quinn

　Introduction

　Global interest in market segmentation

　The cited benefits of market segmentation

　Research developments in the history of market segmentation

　Market segmentation：the evidence

　Making sense of the segmentation paradox

　When social worlds collide

　Social encounters of a third kind

　The social c***truction of identity

　Implicati*** for fashion marketing

　References

5 Developing a research agenda for the internationalization of

fashion retailing

Christopher M．Moore and Steve Burt

Introduction

What is the internationalization of fashion retailing？

WhO are the international fashion retailers？

Where are fashion retailers developing international operati***？

所len does fashion retailer internationalization occur？

6 Retail brand marketing in the fashiong industry

7 Competitive marketing strategies of luxury fashion companies

8 Store environment of fashion retailers：a Hong Kong perspective

9 The process of trend development leading to a fashion season

10 Innovation manaement in creating new fashi***

11 C***umers and their negative selves，and the implicati*** for fashion marketing

12 Fashion retailer desired and perceived identity

13 Fashion e-tailing

14 The international flagship stores of Luxury fashion retailers

15 The *** and marketing of a trend

16 Approaches to doing research

Index

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书籍介绍

A collection of international contributi*** from renowned academics and practitioners from the UK, USA and China, the second edition of "Fashion Marketing" has been revised and expanded to incorporate the major changes in the fashion industry since 2001. This edition integrates everything on fashion marketing that a student or practitioner could ever need. Now, it covers all the key themes and issues of the area: globalization; fast fashion; luxury fashion; offshoring; business-to-business; forecasting; sourcing; supply chain management (demand management); new product development; design management; logistics; range planning; colour prediction; market testing; e-commerce; and strategy. Ideal for use on Fashion marketing and Fashion management programmes, this book will also be invaluable on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management. This book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.