时装营销-英汉对照 本书特色

本书阐述了时装营销的性质和范畴，分析了应该如何了解和调研消费者，以及由此展开的目标市场营销和服装营销组合。全书综合论述了如何选择可获利市场并加以定位，并为满足顾客的需求采取行动即营销组合；专业营销团队怎样设计营销方案以及确保时装的准确定价，并适时、适地地投入市场以及达成良好的流通。 　　时装营销具有挑战性，要有整个时装营销过程的规划和协调，并建立起一个为消费者提供优质的时装设计并产生利润的系统。

时装营销-英汉对照 内容简介

时装是一个激发许多疑问、满足学术努力的基本要求、令人着迷的学科。作为时装营销教育工作者，本书作者带来一系列关于时装领域的不同的期望和体验。我们都拥有时装营销领域的工作、教学、培训和咨询经历，并且想要撰写一本阐述实际问题并且有助于时装业和学时装的学生们更多了解营销，如何能使他们在其工作中更加有效的书。 　　多年来，诺桑比亚大学一直开设大学本科时装营销课程，我们拥有这门课程的教学经验，再加上目前英国这一学科教材的匮乏，使我们认识到写这本书的必要性。这些研究和经验是对营销传统看法的挑战，并意识到设计在整个过程中的特殊作用。在产生创新性成果的许多方面，长久的一个共识是设计师要懂得营销，营销商要了解设计。希望本书能够满足这两者的需求，不过事实上设计师更应该了解营销。 　　许多人在本书的第3版写作中给予我帮助，他们对第 1版和第 2版提出建议，具有启发性的谈话和灵感令我受益匪浅。 　　首先感谢希莉亚·阿特金森、克莉斯汀·索伦森、帕特丽夏 ·格雷、约翰 ·威兰斯和盖纳·里 -格林伍德，感谢他们给予我的帮助和友谊。我的合著者几年来一直支持着我，他们是我要好的同事、评论家和思想的源泉。理查德·琼斯、克里斯多夫·莫尔教授、桑德拉 ·康纳、露丝·马西尼克、奈维尔 ·哈里斯教授、艾伦·法伊奥、菲奥娜 ·瑞森德、海伦 ·卡特、茱莉亚·欧苏利文几年来不断给予我建议和帮助。特别感谢威利—布莱克威尔出版社的玛德琳·梅特卡夫，第 3版的完成离不开她的鼓励、耐心和锲而不舍。还要特别感谢我的妻子詹妮丝的大力支持。 　　免责声明：本书的写作，得助于多人，书中疏漏，责任在我。 　　迈克·伊西 　 　　fashion is a fascinating subject which stimulates a great many questions, an essential requirement for any academic endeavour. as mainstream marketing educators, the authors of this book brought a range of different expectations and experiences to the area of fashion. all of us have working, teaching, training or consultancy experience in the field of fashion marketing and wanted to write a book that would address real issues and would contribute, in a small way, to make the fashion industry and fashion students more aware of how marketing can enable them to be more effective in their work. 　　for several years the university of northumbria has run an undergraduate course in fashion marketing. our experiences of teaching on this course coupled with the paucity of uk texts on the subject convinced us of the need to write the book. our research and experiences have led us to challenge the way we think about marketing and recognize the special role of design in the process. in many sectors with creative output, it has long been noted that designers need to know about marketing and marketers need to know about design. it is hoped that this book meets the needs of both groups, though in truth designers may learn more about marketing than vice versa. 　　many people have helped me with the second edition of this book via comments on the first and second editions and stimulating conversations and inspirations. 　　the following people are sincerely thanked for their knowledge, help and friendship: sheila atkinson, christine sorensen, patricia gray, john willans and gaynor lea-greenwood. my co-authors have been very supportive over the years and have been good colleagues, critics and sources of ideas. richard jones, prof. christopher moore, dr. sandra connor, ruth marciniak, prof. neville harris, alan fyall, fiona raeside, helen carter and julie o’sullivan have all contributed their ideas and friendship over the years. madeleine metcalfe at wiley-blackwell is due special thanks for her encouragement, patience and tenacity in helping me finish this third edition. special thanks are also due to my wife janice for great support. 　　as usual there is a disclaimer: many people have helped me, but i accept total responsibility for all errors in the book. 　　mike easey march 2008

时装营销-英汉对照 目录

part a understanding fashion marketing

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管理 市场/营销 市场营销

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