Promotion in the Merchandising EnvironmentWith the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media-print ads, radio or TV commercials-must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products. New to This Edition Instructor Resources |
Contents
Market Segmentation | 38 |
INTRODUCTION TO PROMOTION 1 CHAPTER 1Promotion and How It Works 3 Promotion in the 21st Century 4 New Consumer Attitudes 5 Ne... | 47 |
CHAPTER 3The Creative Process | 55 |
CHAPTER 2Consumer Behavior 27 Design Principles | 64 |
CHAPTER 4Fashion Forecasting | 83 |
PART 2 | 113 |
CHAPTER 6Promotion Planning | 141 |
MEDIA | 171 |
CHAPTER 10Direct Marketing | 259 |
CHAPTER 11Public Relations | 285 |
CHAPTER 12Personal Selling | 309 |
CHAPTER 13Fashion Shows | 331 |
CHAPTER 14Visual Merchandising | 363 |
Functional and Decorative Props | 379 |
387 | |
Credits | 407 |
Other editions - View all
Promotion in the Merchandising Environment Kristen K. Swanson,Judith C. Everett Limited preview - 2015 |
Promotion in the Merchandising Environment Kristen K. Swanson,Judith C. Everett Limited preview - 2016 |