Promotion in the Merchandising Environment 2nd edition

About this book

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 by using international examples. This book also introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. The text examines all the components of the promotion mix considering both personal and nonpersonal techniques.