Il marketing della moda : Temi emergenti nel tessile-abbigliamento
This work addresses issues of strategic marketing and business management in the fashion system, highlighting the specific and differentiated elements. The authors analyse the textile-clothing sector, with special focus on the processes of innovation, the dynamics and the new agents emerging in the...
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| Format: | Book Chapter |
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Firenze University Press
2005
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| Online Access: | Get Fullteks DOAB: description of the publication |
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| Summary: | This work addresses issues of strategic marketing and business management in the fashion system, highlighting the specific and differentiated elements. The authors analyse the textile-clothing sector, with special focus on the processes of innovation, the dynamics and the new agents emerging in the distribution field, the role of the brand and the internationalisaton of the enterprises. In conclusion, the study identifies various emerging marketing strategies on which a specific research approach to fashion marketing can be constructed. |
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| Physical Description: | 1 electronic resource (186 p.) |
| ISBN: | 978-88-6453-103-8 9788864531038 |
| Access: | Open Access |