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 non-personal techniques.
Methods of evaluating promotional effectiveness throughout the text
In depth information on positioning strategies by attribute, price, quality, etc.
Revised boxed readings from magazines, newspapers, and other sources
Boxed readings from magazines, newspapers, and other sources
Future Trends section in each chapter
Full-color promotion portfolio
Checklists, tables, and forms on how to apply the concepts discussed
Bullet summary, list of key terms, and discussion questions at the end of each chapter
Role and Structure of Promotion
Promotion: A Global Perspective
Promotional Aspects of Fashion Forecasting
Social Impact and Ethical Concerns
Advertising and the Creative Process
Direct Marketing and Interactive Media
Instructors and Students:
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Judith C. Everett
is Emeritus Professor of Merchandising in the School of Communication at Northern Arizona University where she taught a wide range of merchandising courses including merchandise buying, merchandise math, fashion show production, historic dress, international buying, and professional practices. Her research interests include fashion promotion and tourism retailing. Everett is an active member of the Fashion Group International (FGI). She was named one of the ten Fashion Icons for “Teaching the Future of Fashion” by the Arizona Chapter of Fashion Group International.
Kristen K. Swanson
, PhD, is a Professor of Merchandising in the School of Communication at Northern Arizona University. She earned her bachelor’s and master’s degrees in merchandising at Colorado State University and a PhD in merchandising at Texas Tech University. As a Fairchild author, she has written books on event planning, fashion promotion, and the writing process. Her research interests relate to tourism retailing and the American Southwest. She has published articles on souvenir phenomena, national park entrepreneurs, and themed retailing for journals including the Journal of Travel Research, Tourism Management, Journal of Vacation Marketing, Collegiate Retailing Association Proceedings, and Clothing and Textiles Research Journal. Additionally, she has had works published in the Field Guide to Case Study Research in Tourism, Hospitality, and Leisure; Tourism Souvenirs on the Margins: Global Perspectives; and Africa and Beyond: Arts and Development among other works in press.