ISBN:
9781137508195
Language:
English
Pages:
1 online resource (353 pages)
Parallel Title:
Erscheint auch als
DDC:
391.0068
Keywords:
Clothing trade-Management
;
Electronic books
Abstract:
Cover -- Brief Contents -- Long Contents -- List of Figures -- List of Tables -- List of Boxes -- List of Case Studies -- Case Study Grid -- The Author Team -- Publisher's Acknowledgements -- Tour of the Book -- Foreword -- Preface -- 1 INTRODUCING A STRATEGIC APPROACH TO FASHION MANAGEMENT -- The concept of fashion -- The dimensions of the fashion industry -- Size and impact of fashion organizations -- Function orientation and organizational structures -- Fashion market levels -- Specialization, generalization and diversification -- Characteristics of the fashion industry -- Fashion industry trends -- Strategic thinking and planning -- 2 STRATEGIC PLANNING FOR FASHION ORGANIZATIONS -- What is strategy? -- Strategic context -- Strategic capability -- Strategic choice -- Contemporary approaches to strategic choices -- The importance of differentiation in fashion -- Sustaining competitive advantage in the contemporary fashion industry -- 3 FASHION MARKETING -- Fashion marketing concepts -- The STP (Segmentation, Targeting and Positioning) process -- Segmentation -- Targeting -- Positioning -- Limitations of the STP concept for fashion -- Strategic marketing opportunities -- Managing fashion marketing: The mix -- Marketing channels - the vertical channel concept -- 4 INTERNATIONAL GROWTH STRATEGY IN FASHION MARKETS -- Characterizing growth ambitions -- International growth -- The process of internationalization -- Internationalization and globalization - the challenges -- International marketing strategies -- The global - local - glocal debate -- Exploring the influence of culture on international fashion marketing -- The relevance of the country and brand origin effect -- Fashion tourism -- The role of the corporate parent -- 5 FINANCIAL MANAGEMENT IN FASHION -- The concept of risk and return -- Sources of longterm funding -- The cost of capital.
Note:
Description based on publisher supplied metadata and other sources
