List of Contributors.

Preface.

Acknowledgements.

Part A: Understanding Fashion Marketing.

1. An Introduction to Fashion Marketing (Mike Easey).

2. The Fashion Market and the Marketing Environment (Christine Sorensen).

Part B: Understanding and Researching toe Fashion Purchaser.

3. The Fashion Consumer and Organizational Buyer (Mike Easey).

4. Fashion Marketing Research (Patricia Gray).

Part C: Target Marketing and Managing the Fashion Marketing Mix.

5. Segmentation and the Marketing Mix (Mike Easey and Christine Sorensen).

6. Designing and Marketing Fashion Products (Sheila Atkinson).

7. Pricing Garments and Fashion Services (Mike Easey).

8. Fashion Distribution (John Willans).

9. Fashion Marketing Communications (Gaynor Lea-Greenwood).

10. Fashion Marketing Planning (Mike Easey).

Glossary of Fashion Marketing Terms.

Index.