Promotion in the Merchandising Environment + Free WWD.com 2-month trial subscription access card

Promotion is a key element at each step of the merchandising process. Advertising, direct marketing, public relations, special events, and visual merchandising all work together to communicate the same message about a product, brand, or organization to the end user. Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion and describes the promotion tools available for creating successful campaigns. The book focuses on the comprehensive nature of promotion in the merchandising environment of fashion and related goods, emphasizing the changing nature of promotion in a global marketplace. This book also introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. Using
international examples, the book takes a global perspective. In addition to covering the role and organizational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and nonpersonal techniques.