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時(shí)裝營(yíng)銷-英漢對(duì)照 版權(quán)信息
- ISBN：9787518010295
- 條形碼：9787518010295 ; 978-7-5180-1029-5
- 裝幀：一般膠版紙
- 冊(cè)數(shù)：暫無(wú)
- 重量：暫無(wú)
- 所屬分類：>>
時(shí)裝營(yíng)銷-英漢對(duì)照 本書特色
本書闡述了時(shí)裝營(yíng)銷的性質(zhì)和范疇，分析了應(yīng)該如何了解和調(diào)研消費(fèi)者，以及由此展開(kāi)的目標(biāo)市場(chǎng)營(yíng)銷和服裝營(yíng)銷組合。全書綜合論述了如何選擇可獲利市場(chǎng)并加以定位，并為滿足顧客的需求采取行動(dòng)即營(yíng)銷組合；專業(yè)營(yíng)銷團(tuán)隊(duì)怎樣設(shè)計(jì)營(yíng)銷方案以及確保時(shí)裝的準(zhǔn)確定價(jià)，并適時(shí)、適地地投入市場(chǎng)以及達(dá)成良好的流通。 時(shí)裝營(yíng)銷具有挑戰(zhàn)性，要有整個(gè)時(shí)裝營(yíng)銷過(guò)程的規(guī)劃和協(xié)調(diào)，并建立起一個(gè)為消費(fèi)者提供優(yōu)質(zhì)的時(shí)裝設(shè)計(jì)并產(chǎn)生利潤(rùn)的系統(tǒng)。
時(shí)裝營(yíng)銷-英漢對(duì)照 內(nèi)容簡(jiǎn)介
時(shí)裝是一個(gè)激發(fā)許多疑問(wèn)、滿足學(xué)術(shù)努力的基本要求、令人著迷的學(xué)科。作為時(shí)裝營(yíng)銷教育工作者，本書作者帶來(lái)一系列關(guān)于時(shí)裝領(lǐng)域的不同的期望和體驗(yàn)。我們都擁有時(shí)裝營(yíng)銷領(lǐng)域的工作、教學(xué)、培訓(xùn)和咨詢經(jīng)歷，并且想要撰寫一本闡述實(shí)際問(wèn)題并且有助于時(shí)裝業(yè)和學(xué)時(shí)裝的學(xué)生們更多了解營(yíng)銷，如何能使他們?cè)谄涔ぷ髦懈佑行У臅? 多年來(lái)，諾桑比亞大學(xué)一直開(kāi)設(shè)大學(xué)本科時(shí)裝營(yíng)銷課程，我們擁有這門課程的教學(xué)經(jīng)驗(yàn)，再加上目前英國(guó)這一學(xué)科教材的匱乏，使我們認(rèn)識(shí)到寫這本書的必要性。這些研究和經(jīng)驗(yàn)是對(duì)營(yíng)銷傳統(tǒng)看法的挑戰(zhàn)，并意識(shí)到設(shè)計(jì)在整個(gè)過(guò)程中的特殊作用。在產(chǎn)生創(chuàng)新性成果的許多方面，長(zhǎng)久的一個(gè)共識(shí)是設(shè)計(jì)師要懂得營(yíng)銷，營(yíng)銷商要了解設(shè)計(jì)。希望本書能夠滿足這兩者的需求，不過(guò)事實(shí)上設(shè)計(jì)師更應(yīng)該了解營(yíng)銷。 許多人在本書的第3版寫作中給予我?guī)椭麄儗?duì)第 1版和第 2版提出建議，具有啟發(fā)性的談話和靈感令我受益匪淺。 首先感謝希莉亞·阿特金森、克莉斯汀·索倫森、帕特麗夏 ·格雷、約翰 ·威蘭斯和蓋納·里 -格林伍德，感謝他們給予我的幫助和友誼。我的合著者幾年來(lái)一直支持著我，他們是我要好的同事、評(píng)論家和思想的源泉。理查德·瓊斯、克里斯多夫·莫爾教授、桑德拉 ·康納、露絲·馬西尼克、奈維爾 ·哈里斯教授、艾倫·法伊奧、菲奧娜 ·瑞森德、海倫 ·卡特、茱莉亞·歐蘇利文幾年來(lái)不斷給予我建議和幫助。特別感謝威利—布萊克威爾出版社的瑪?shù)铝铡っ诽乜ǚ颍?3版的完成離不開(kāi)她的鼓勵(lì)、耐心和鍥而不舍。還要特別感謝我的妻子詹妮絲的大力支持。 免責(zé)聲明：本書的寫作，得助于多人，書中疏漏，責(zé)任在我。 邁克·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
時(shí)裝營(yíng)銷-英漢對(duì)照 目錄
part a understanding fashion marketing
第 1部分 了解時(shí)裝營(yíng)銷
chapter one an introduction to fashion marketing
第1章 時(shí)裝營(yíng)銷緒論
1.1 what is fashion? /什么是時(shí)裝
1.2 what is marketing? /什么是營(yíng)銷
1.3 what is fashion marketing? /什么是時(shí)裝營(yíng)銷
1.4 fashion marketing in practice /時(shí)裝營(yíng)銷實(shí)踐
1.5 how fashion marketing can help the fashion industry / 時(shí)裝營(yíng)銷如何有利于時(shí)裝業(yè)
1.6 what fashion marketers do:five examples / 時(shí)裝營(yíng)銷者所從事的工作：5個(gè)范例
1.7 ethical issues in fashion marketing /時(shí)裝營(yíng)銷中的倫理問(wèn)題
1.8 an overview of the fashion marketing process / 時(shí)裝營(yíng)銷過(guò)程概述
1.9 summary /小結(jié)
chapter two the fashion market and the marketing environment
第2章 時(shí)裝市場(chǎng)和營(yíng)銷環(huán)境
2.1 introduction /引言
2.2 the development of the fashion market /時(shí)裝市場(chǎng)的發(fā)展
2.3 the fashion market: size and structure /時(shí)裝市場(chǎng)：規(guī)模和結(jié)構(gòu)
2.4 marketing environment /營(yíng)銷環(huán)境
2.5 micro-marketing environment /微觀營(yíng)銷環(huán)境
2.6 macro-marketing environment /宏觀營(yíng)銷環(huán)境
2.7 trends in the marketing environment /營(yíng)銷環(huán)境中的趨勢(shì)
2.8 summary /小結(jié)
part b understanding and researching the fashion purchaser
第 2部分 了解和調(diào)研時(shí)裝買方
chapter three the fashion consumer and organizational buyer
第3章 時(shí)裝消費(fèi)者和團(tuán)體購(gòu)買者
3.1 introduction /引言
3.2 why study the fashion buyer? /為什么研究時(shí)裝消費(fèi)者
3.3 fashion consumer decision-making /時(shí)裝消費(fèi)者的購(gòu)買決策
3.4 psychological processes /心理過(guò)程
3.5 sociological aspects of consumer behaviour / 消費(fèi)者行為的社會(huì)屬性
3.6 the organizational buyer /團(tuán)體購(gòu)買者
3.7 summary /小結(jié)
chapter four fashion marketing research
第4章 時(shí)裝市場(chǎng)營(yíng)銷調(diào)研
4.1 introduction /引言
4.2 the purpose of marketing research /營(yíng)銷調(diào)研的作用
4.3 an overview of the marketing research process / 營(yíng)銷調(diào)研過(guò)程的概述
4.4 problem definition and setting research objectives / 確定問(wèn)題和鎖定調(diào)查對(duì)象
4.5 research design /調(diào)研設(shè)計(jì)
4.6 data sources /資料來(lái)源
4.7 practical sampling methods /實(shí)用的抽樣方法
4.8 primary data collection methods /一手資料的收集方法
4.9 data collection methods /資料收集的方法
4.10 questionnaire design /調(diào)查問(wèn)卷的設(shè)計(jì)
4.11 attitude measurement and rating scales / 態(tài)度測(cè)量和評(píng)價(jià)量表
4.12 the role of marketing research in new product development / 營(yíng)銷調(diào)研在新產(chǎn)品開(kāi)發(fā)中的作用
4.13 forecasting fashion /流行預(yù)測(cè)
4.14 the internet as a research tool /調(diào)研工具：網(wǎng)絡(luò)
4.15 international marketing research /國(guó)際市場(chǎng)調(diào)研
4.16 summary /小結(jié)
part c target marketing and managing the fashion marketing mix
第3部分 目標(biāo)營(yíng)銷與營(yíng)銷組合管理
chapter five segmentation and the marketing mix
第5章 市場(chǎng)細(xì)分與營(yíng)銷組合
5.1 introduction and overview /引言
5.2 mass marketing and market segmentation / 大眾營(yíng)銷與市場(chǎng)細(xì)分
5.3 segmentation: rationale, bases and strategy / 市場(chǎng)細(xì)分：原理、基礎(chǔ)和策略
5.4 positioning and perceptual mapping /定位和認(rèn)知圖
5.5 the fashion marketing mix /時(shí)裝營(yíng)銷組合
5.6 summary /小結(jié)
chapter six designing and marketing fashion products
第6章 時(shí)裝產(chǎn)品設(shè)計(jì)與營(yíng)銷
6.1 introduction /引言
6.2 the importance of fashion products /時(shí)裝產(chǎn)品的重要性
6.3 the nature of fashion products /時(shí)裝產(chǎn)品的本質(zhì)
6.4 the fashion industry and new product development / 時(shí)裝業(yè)和新產(chǎn)品開(kāi)發(fā)
6.5 retail buying sequence: autumn and winter season / 零售采購(gòu)順序：秋冬季
6.6 the product mix and range planning / 產(chǎn)品組合和產(chǎn)品系列企劃
6.7 fashion and related life cycles /時(shí)裝與產(chǎn)品生命周期
6.8 summary /小結(jié)
chapter seven pricing garments and fashion services
第 7章 時(shí)裝定價(jià)與服務(wù)
7.1 introduction /引言
7.2 different views of price /關(guān)于價(jià)格的不同觀點(diǎn)
7.3 the role of price decisions within marketing strategy / 營(yíng)銷策略中價(jià)格決策的作用
7.4 external factors influencing price decisions / 影響定價(jià)的外部因素
7.5 internal factors influencing price decisions / 影響定價(jià)的內(nèi)部因素
7.6 main methods of setting prices /定價(jià)的主要方法
7.7 pricing strategies in relation to new products / 新產(chǎn)品的定價(jià)策略
7.8 pricing strategies to match the competition / 參照競(jìng)爭(zhēng)者定價(jià)的策略
7.9 price changes /價(jià)格變動(dòng)
7.10 summary /小結(jié)
chapter eight fashion distribution
第 8章 時(shí)裝分銷
8.1 introduction / 引言
8.2 the importance of fashion retailing / 時(shí)裝零售的重要性
8.3 structural issues / 結(jié)構(gòu)問(wèn)題
8.4 the industry’s components /產(chǎn)業(yè)構(gòu)成
8.5 trends in retailing /零售的趨勢(shì)
8.6 the internet /互聯(lián)網(wǎng)
8.7 the ‘grey market’ /灰色市場(chǎng)
8.8 retail marketing effectiveness /零售營(yíng)銷的效益
8.9 summary /小結(jié)
chapter nine fashion marketing communications
第9章 時(shí)裝營(yíng)銷傳播
9.1 introduction /引言
9.2 the marketing communications environment /營(yíng)銷傳播環(huán)境
9.3 the traditional approach to promotion /傳統(tǒng)的促銷方式
9.4 fashion advertising /時(shí)裝廣告
9.5 sales promotion /營(yíng)業(yè)推廣
9.6 public relations /公共關(guān)系
9.7 celebrity endorsement and sponsorship /名人代言和贊助
9.8 personal selling /人員促銷
9.9 visual merchandising to visual marketing / 從視覺(jué)推銷到視覺(jué)營(yíng)銷
9.10 international marketing communications /國(guó)際營(yíng)銷傳播
9.11 ethics in marketing communications / 營(yíng)銷傳播中的道德標(biāo)準(zhǔn)
9.12 evaluating the effectiveness of marketing communications / 營(yíng)銷傳播 的有效性評(píng)估
9.13 new directions in fashion marketing communications / 時(shí)裝營(yíng)銷傳播的新動(dòng)向
9.14 summary /小結(jié)
chapter ten fashion marketing planning
第 10章 時(shí)裝營(yíng)銷規(guī)劃
10.1 introduction / 引言
10.2 the planning process and objectives / 規(guī)劃過(guò)程和目標(biāo)
10.3 marketing audits and swot analysis /營(yíng)銷審計(jì)和 swot分析
10.4 marketing strategy /營(yíng)銷策略
10.5 the fashion marketing plan /時(shí)裝營(yíng)銷規(guī)劃
10.6 implementation and organizational issues /實(shí)施與組織問(wèn)題
10.7 summary /小結(jié)
glossary of fashion marketing terms/時(shí)裝營(yíng)銷專業(yè)術(shù)語(yǔ) 277 acknowledgements/致謝
list of contributors/參編者簡(jiǎn)介
第 1部分 了解時(shí)裝營(yíng)銷
chapter one an introduction to fashion marketing
第1章 時(shí)裝營(yíng)銷緒論
1.1 what is fashion? /什么是時(shí)裝
1.2 what is marketing? /什么是營(yíng)銷
1.3 what is fashion marketing? /什么是時(shí)裝營(yíng)銷
1.4 fashion marketing in practice /時(shí)裝營(yíng)銷實(shí)踐
1.5 how fashion marketing can help the fashion industry / 時(shí)裝營(yíng)銷如何有利于時(shí)裝業(yè)
1.6 what fashion marketers do:five examples / 時(shí)裝營(yíng)銷者所從事的工作：5個(gè)范例
1.7 ethical issues in fashion marketing /時(shí)裝營(yíng)銷中的倫理問(wèn)題
1.8 an overview of the fashion marketing process / 時(shí)裝營(yíng)銷過(guò)程概述
1.9 summary /小結(jié)
chapter two the fashion market and the marketing environment
第2章 時(shí)裝市場(chǎng)和營(yíng)銷環(huán)境
2.1 introduction /引言
2.2 the development of the fashion market /時(shí)裝市場(chǎng)的發(fā)展
2.3 the fashion market: size and structure /時(shí)裝市場(chǎng)：規(guī)模和結(jié)構(gòu)
2.4 marketing environment /營(yíng)銷環(huán)境
2.5 micro-marketing environment /微觀營(yíng)銷環(huán)境
2.6 macro-marketing environment /宏觀營(yíng)銷環(huán)境
2.7 trends in the marketing environment /營(yíng)銷環(huán)境中的趨勢(shì)
2.8 summary /小結(jié)
part b understanding and researching the fashion purchaser
第 2部分 了解和調(diào)研時(shí)裝買方
chapter three the fashion consumer and organizational buyer
第3章 時(shí)裝消費(fèi)者和團(tuán)體購(gòu)買者
3.1 introduction /引言
3.2 why study the fashion buyer? /為什么研究時(shí)裝消費(fèi)者
3.3 fashion consumer decision-making /時(shí)裝消費(fèi)者的購(gòu)買決策
3.4 psychological processes /心理過(guò)程
3.5 sociological aspects of consumer behaviour / 消費(fèi)者行為的社會(huì)屬性
3.6 the organizational buyer /團(tuán)體購(gòu)買者
3.7 summary /小結(jié)
chapter four fashion marketing research
第4章 時(shí)裝市場(chǎng)營(yíng)銷調(diào)研
4.1 introduction /引言
4.2 the purpose of marketing research /營(yíng)銷調(diào)研的作用
4.3 an overview of the marketing research process / 營(yíng)銷調(diào)研過(guò)程的概述
4.4 problem definition and setting research objectives / 確定問(wèn)題和鎖定調(diào)查對(duì)象
4.5 research design /調(diào)研設(shè)計(jì)
4.6 data sources /資料來(lái)源
4.7 practical sampling methods /實(shí)用的抽樣方法
4.8 primary data collection methods /一手資料的收集方法
4.9 data collection methods /資料收集的方法
4.10 questionnaire design /調(diào)查問(wèn)卷的設(shè)計(jì)
4.11 attitude measurement and rating scales / 態(tài)度測(cè)量和評(píng)價(jià)量表
4.12 the role of marketing research in new product development / 營(yíng)銷調(diào)研在新產(chǎn)品開(kāi)發(fā)中的作用
4.13 forecasting fashion /流行預(yù)測(cè)
4.14 the internet as a research tool /調(diào)研工具：網(wǎng)絡(luò)
4.15 international marketing research /國(guó)際市場(chǎng)調(diào)研
4.16 summary /小結(jié)
part c target marketing and managing the fashion marketing mix
第3部分 目標(biāo)營(yíng)銷與營(yíng)銷組合管理
chapter five segmentation and the marketing mix
第5章 市場(chǎng)細(xì)分與營(yíng)銷組合
5.1 introduction and overview /引言
5.2 mass marketing and market segmentation / 大眾營(yíng)銷與市場(chǎng)細(xì)分
5.3 segmentation: rationale, bases and strategy / 市場(chǎng)細(xì)分：原理、基礎(chǔ)和策略
5.4 positioning and perceptual mapping /定位和認(rèn)知圖
5.5 the fashion marketing mix /時(shí)裝營(yíng)銷組合
5.6 summary /小結(jié)
chapter six designing and marketing fashion products
第6章 時(shí)裝產(chǎn)品設(shè)計(jì)與營(yíng)銷
6.1 introduction /引言
6.2 the importance of fashion products /時(shí)裝產(chǎn)品的重要性
6.3 the nature of fashion products /時(shí)裝產(chǎn)品的本質(zhì)
6.4 the fashion industry and new product development / 時(shí)裝業(yè)和新產(chǎn)品開(kāi)發(fā)
6.5 retail buying sequence: autumn and winter season / 零售采購(gòu)順序：秋冬季
6.6 the product mix and range planning / 產(chǎn)品組合和產(chǎn)品系列企劃
6.7 fashion and related life cycles /時(shí)裝與產(chǎn)品生命周期
6.8 summary /小結(jié)
chapter seven pricing garments and fashion services
第 7章 時(shí)裝定價(jià)與服務(wù)
7.1 introduction /引言
7.2 different views of price /關(guān)于價(jià)格的不同觀點(diǎn)
7.3 the role of price decisions within marketing strategy / 營(yíng)銷策略中價(jià)格決策的作用
7.4 external factors influencing price decisions / 影響定價(jià)的外部因素
7.5 internal factors influencing price decisions / 影響定價(jià)的內(nèi)部因素
7.6 main methods of setting prices /定價(jià)的主要方法
7.7 pricing strategies in relation to new products / 新產(chǎn)品的定價(jià)策略
7.8 pricing strategies to match the competition / 參照競(jìng)爭(zhēng)者定價(jià)的策略
7.9 price changes /價(jià)格變動(dòng)
7.10 summary /小結(jié)
chapter eight fashion distribution
第 8章 時(shí)裝分銷
8.1 introduction / 引言
8.2 the importance of fashion retailing / 時(shí)裝零售的重要性
8.3 structural issues / 結(jié)構(gòu)問(wèn)題
8.4 the industry’s components /產(chǎn)業(yè)構(gòu)成
8.5 trends in retailing /零售的趨勢(shì)
8.6 the internet /互聯(lián)網(wǎng)
8.7 the ‘grey market’ /灰色市場(chǎng)
8.8 retail marketing effectiveness /零售營(yíng)銷的效益
8.9 summary /小結(jié)
chapter nine fashion marketing communications
第9章 時(shí)裝營(yíng)銷傳播
9.1 introduction /引言
9.2 the marketing communications environment /營(yíng)銷傳播環(huán)境
9.3 the traditional approach to promotion /傳統(tǒng)的促銷方式
9.4 fashion advertising /時(shí)裝廣告
9.5 sales promotion /營(yíng)業(yè)推廣
9.6 public relations /公共關(guān)系
9.7 celebrity endorsement and sponsorship /名人代言和贊助
9.8 personal selling /人員促銷
9.9 visual merchandising to visual marketing / 從視覺(jué)推銷到視覺(jué)營(yíng)銷
9.10 international marketing communications /國(guó)際營(yíng)銷傳播
9.11 ethics in marketing communications / 營(yíng)銷傳播中的道德標(biāo)準(zhǔn)
9.12 evaluating the effectiveness of marketing communications / 營(yíng)銷傳播 的有效性評(píng)估
9.13 new directions in fashion marketing communications / 時(shí)裝營(yíng)銷傳播的新動(dòng)向
9.14 summary /小結(jié)
chapter ten fashion marketing planning
第 10章 時(shí)裝營(yíng)銷規(guī)劃
10.1 introduction / 引言
10.2 the planning process and objectives / 規(guī)劃過(guò)程和目標(biāo)
10.3 marketing audits and swot analysis /營(yíng)銷審計(jì)和 swot分析
10.4 marketing strategy /營(yíng)銷策略
10.5 the fashion marketing plan /時(shí)裝營(yíng)銷規(guī)劃
10.6 implementation and organizational issues /實(shí)施與組織問(wèn)題
10.7 summary /小結(jié)
glossary of fashion marketing terms/時(shí)裝營(yíng)銷專業(yè)術(shù)語(yǔ) 277 acknowledgements/致謝
list of contributors/參編者簡(jiǎn)介
展開(kāi)全部
時(shí)裝營(yíng)銷-英漢對(duì)照 作者簡(jiǎn)介
參編作者： 希莉亞·阿特金森 工學(xué)碩士，工商管理碩士，持有教育學(xué)研究生證書，英國(guó)特許市務(wù)學(xué)會(huì)會(huì)員。她的工作經(jīng)歷包括負(fù)責(zé)伯頓股票上市公司商品購(gòu)買和推銷以及為進(jìn)修者講授設(shè)計(jì)教育管理。希莉亞在英國(guó)和中國(guó)的大學(xué)有眾多的教學(xué)經(jīng)歷，并且在時(shí)裝營(yíng)銷培訓(xùn)和咨詢方面擁有豐富的經(jīng)驗(yàn)。希莉亞·阿特金森和邁克·伊西合寫了本書第 6章時(shí)裝產(chǎn)品的設(shè)計(jì)與營(yíng)銷。 邁克·伊西 榮譽(yù)文學(xué)學(xué)士，市場(chǎng)營(yíng)銷文憑，英國(guó)特許市務(wù)學(xué)會(huì)會(huì)員，持有教育證書。任職諾森比亞大學(xué)的紐卡斯?fàn)柹虒W(xué)院合作風(fēng)險(xiǎn)系主任。他曾為三家跨國(guó)公司工作，其領(lǐng)域涉及營(yíng)銷調(diào)研、商品促銷和定位營(yíng)銷，是一位經(jīng)驗(yàn)豐富的營(yíng)銷顧問(wèn)，擔(dān)任大規(guī)模系列化產(chǎn)品的顧問(wèn)，包括為時(shí)裝生產(chǎn)者和時(shí)裝零售商做顧問(wèn)。他同時(shí)兼任大學(xué)時(shí)裝營(yíng)銷方向的對(duì)外主考者、英國(guó)高等教育質(zhì)量保障局營(yíng)銷方向評(píng)論專家和《時(shí)裝營(yíng)銷與管理》期刊的編委會(huì)成員。邁克 ·伊西編寫了本書第1章、第3章、第7章和第10章，和克莉斯汀·索倫森合寫了第5章，和希莉亞·阿特金森合寫了第6章。 帕特麗夏·格雷 工學(xué)碩士，市場(chǎng)調(diào)研文憑，持有教育學(xué)研究生證書，曾任紐卡斯?fàn)柹虒W(xué)院營(yíng)銷調(diào)研課講師，現(xiàn)任紐卡斯?fàn)柎髮W(xué)研究員。其工作經(jīng)歷包括在許多公司任顧問(wèn)，她目前從事藝術(shù)品宣傳以及在米渥布朗集團(tuán)（全球十大市場(chǎng)研究機(jī)構(gòu)之一）市場(chǎng)和社會(huì)調(diào)研部工作。帕特麗夏·格雷編寫了本書第 4章時(shí)裝市場(chǎng)營(yíng)銷調(diào)研。 蓋納·里 -格林伍德 藝術(shù)學(xué)碩士，文學(xué)學(xué)士，曼徹斯特城市大學(xué)時(shí)裝營(yíng)銷高級(jí)講師。她是時(shí)裝業(yè)界的佼佼者，同塞爾弗里奇小姐（英國(guó)名牌百貨公司）一樣擁有舉足輕重的地位。除了擁有時(shí)裝零售商顧問(wèn)的經(jīng)驗(yàn)之外，她在國(guó)際資源和促銷領(lǐng)域還擁有淵博的知識(shí)。她是一位活躍的研究員，英國(guó)國(guó)立大學(xué)對(duì)外考官，《時(shí)裝營(yíng)銷與管理》期刊的編委會(huì)執(zhí)行編輯。蓋納目前在為威利—布萊克威爾出版社編寫“時(shí)裝營(yíng)銷交流”的新教科書。蓋納·里-格林伍德編寫了本書第 9章時(shí)裝營(yíng)銷溝通。 克莉斯汀·索倫森 藝術(shù)學(xué)碩士，研究生文憑，持有文學(xué)教育學(xué)榮譽(yù)研究生證書，紐卡斯?fàn)柹虒W(xué)院市場(chǎng)營(yíng)銷課高級(jí)講師。她為三家公司做營(yíng)銷定位方面工作，包括出版業(yè)和特許經(jīng)營(yíng)。她在為小企業(yè)營(yíng)銷培訓(xùn)以及出席廣播電臺(tái)討論促銷開(kāi)發(fā)方面擁有相當(dāng)豐富的經(jīng)驗(yàn)。克莉斯汀·索倫森編寫了本書第 2章時(shí)裝市場(chǎng)和營(yíng)銷環(huán)境，和邁克·伊西共同編寫了第 5章市場(chǎng)細(xì)分與營(yíng)銷組合。 約翰·威蘭斯 工學(xué)碩士，碩士文憑，持有教育證書，直到最近退休，他一直是紐卡斯?fàn)柹虒W(xué)院市場(chǎng)營(yíng)銷和零售分銷課高級(jí)講師，他的背景包括在零售部門以及哈德斯菲爾德大學(xué)講授“紡織品營(yíng)銷”工作。約翰·威蘭斯編寫了本書第 8章時(shí)裝分銷。約翰目前正和魯斯·馬西尼克為威利—布萊克威爾出版社編寫一本關(guān)于時(shí)裝零售的新教材。
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