by Ana Isabel Vázquez Casco, Elsa Martínez Caballero · Grupo Anaya Publicaciones Generales · tapa blanda · ISBN 9788436820515
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«Marketing de la moda» is the marketing manual by Ana Isabel Vázquez Casco and Elsa Martínez Caballero, published by Pirámide in paperback (384 pages).
The book analyses the fashion system as an economic sector: how collections are created, launched and sold. It reviews classic marketing —price, distribution, communication and life cycle— and current topics such as e-marketing, social responsibility, celebrities, brand alliances, emotional branding and new forms of luxury.
First edition published in 2006 within the Marketing Sectorial collection by Ediciones Pirámide. ISBN 978-84-368-2051-5.
Useful for fashion design students and marketing and commercial distribution professionals.
