Abstract
This chapter moves on to cover the key marketing theory underpinning the development of a range of fashion products. It explains some of the preliminary marketing considerations arising before specific design, sourcing and merchandising activities begin. It also explains some basic concepts which lie at the heart of what is meant by a ‘range’ of products, in preparation for Chapter 6—Merchandise Planning.
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Notes
Rogers, E.M. (1983), Diffusion of lnnovations, The Free Press, 3rd edition.
Ansoff, H.I. (1968), Corporate Strategy, Penguin.
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© 2001 Tim Jackson and David Shaw
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Jackson, T., Shaw, D. (2001). Market planning for fashion retailing. In: Mastering. Palgrave Master Series. Palgrave, London. https://doi.org/10.1007/978-0-230-36514-8_5
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DOI: https://doi.org/10.1007/978-0-230-36514-8_5
Publisher Name: Palgrave, London
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