Part A Understanding Fashion Marketing
第 1部分 了解时装营销
Chapter One An Introduction to Fashion Marketing
第1章 时装营销绪论
11 What is fashion?什么是时装
12 What is marketing?什么是营销
13 What is fashion marketing?什么是时装营销
14 Fashion marketing in practice时装营销实践
15 How fashion marketing can help the fashion industry 时装营销如何有利于时装业
16 What fashion marketers do:five examples 时装营销者所从事的工作:5个范例
17 Ethical issues in fashion marketing时装营销中的伦理问题
18 An overview of the fashion marketing process 时装营销过程概述
19 Summary小结
Chapter Two The Fashion Market and the Marketing Environment
第2章 时装市场和营销环境
21 Introduction引言
22 The development of the fashion market时装市场的发展
23 The fashion market: size and structure时装市场:规模和结构
24 Marketing environment营销环境
25 Micro-marketing environment微观营销环境
26 Macro-marketing environment宏观营销环境
27 Trends in the marketing environment营销环境中的趋势
28 Summary小结
Part B Understanding and Researching the Fashion Purchaser
第 2部分 了解和调研时装买方
Chapter Three The Fashion Consumer and Organizational Buyer
第3章 时装消费者和团体购买者
31 Introduction引言
32 Why study the fashion buyer?为什么研究时装消费者
33 Fashion consumer decision-making时装消费者的购买决策
34 Psychological processes心理过程
35 Sociological aspects of consumer behaviour 消费者行为的社会属性
36 The organizational buyer团体购买者
37 Summary小结
Chapter Four Fashion Marketing Research
第4章 时装市场营销调研
41 Introduction引言
42 The purpose of marketing research营销调研的作用
43 An overview of the marketing research process 营销调研过程的概述
44 Problem definition and setting research objectives 确定问题和锁定调查对象
45 Research design调研设计
46 Data sources资料来源
47 Practical sampling methods实用的抽样方法
48 Primary data collection methods一手资料的收集方法
49 Data collection methods资料收集的方法
410 Questionnaire design调查问卷的设计
411 Attitude measurement and rating scales 态度测量和评价量表
412 The role of marketing research in new product development 营销调研在新产品开发中的作用
413 Forecasting fashion流行预测
414 The Internet as a research tool调研工具:网络
415 International marketing research国际市场调研
416 Summary小结
Part C Target Marketing and Managing the Fashion Marketing Mix
第3部分 目标营销与营销组合管理
Chapter Five Segmentation and the Marketing Mix
第5章 市场细分与营销组合
51 Introduction and overview引言
52 Mass marketing and market segmentation 大众营销与市场细分
53 Segmentation: rationale, bases and strategy 市场细分:原理、基础和策略
54 Positioning and perceptual mapping定位和认知图
55 The fashion marketing mix时装营销组合
56 Summary小结
Chapter Six Designing and Marketing Fashion Products
第6章 时装产品设计与营销
61 Introduction引言
62 The importance of fashion products时装产品的重要性
63 The nature of fashion products时装产品的本质
64 The fashion industry and new product development 时装业和新产品开发
65 Retail buying sequence: autumn and winter season 零售采购顺序:秋冬季
66 The product mix and range planning 产品组合和产品系列企划
67 Fashion and related life cycles时装与产品生命周期
68 Summary小结
Chapter Seven Pricing Garments and Fashion Services
第 7章 时装定价与服务
71 Introduction引言
72 Different views of price关于价格的不同观点
73 The role of price decisions within marketing strategy 营销策略中价格决策的作用
74 External factors influencing price decisions 影响定价的外部因素
75 Internal factors influencing price decisions 影响定价的内部因素
76 Main methods of setting prices定价的主要方法
77 Pricing strategies in relation to new products 新产品的定价策略
78 Pricing strategies to match the competition 参照竞争者定价的策略
79 Price changes价格变动
710 Summary小结
Chapter Eight Fashion Distribution
第 8章 时装分销
81 Introduction 引言
82 The importance of fashion retailing 时装零售的重要性
83 Structural issues 结构问题
84 The industry's components产业构成
85 Trends in retailing零售的趋势
86 The Internet互联网
87 The 'grey market'灰色市场
88 Retail marketing effectiveness零售营销的效益
89 Summary小结
Chapter Nine Fashion Marketing Communications
第9章 时装营销传播
91 Introduction引言
92 The marketing communications environment营销传播环境
93 The traditional approach to promotion传统的促销方式
94 Fashion advertising时装广告
95 Sales promotion营业推广
96 Public relations公共关系
97 Celebrity endorsement and sponsorship名人代言和赞助
98 Personal selling人员促销
99 Visual merchandising to visual marketing 从视觉推销到视觉营销
910 International marketing communications国际营销传播
911 Ethics in marketing communications 营销传播中的道德标准
912 Evaluating the effectiveness of marketing communications 营销传播 的有效性评估
913 New directions in fashion marketing communications 时装营销传播的新动向
914 Summary小结
Chapter Ten Fashion Marketing Planning
第 10章 时装营销规划
101 Introduction 引言
102 The planning process and objectives 规划过程和目标
103 Marketing audits and SWOT analysis
营销审计和 SWOT分析
104 Marketing strategy营销策略
105 The fashion marketing plan时装营销规划
106 Implementation and organizational issues实施与组织问题
107 Summary小结
Glossary of Fashion Marketing Terms/时装营销专业术语 277 Acknowledgements/致谢
List of Contributors/参编者简介