Promotional Mix for a Small Footwear Retailer

Résumé du livre

"Fashion retailers use a combination of strategies to promote their retail business and the brands that they sell. Strategies involve advertising, direct marketing, publicity, social media, sales promotions, visual merchandising, and personal selling. The specific mix of promotional strategies used by a fashion retailer depends on the company's budget, target audience, product assortment, and brand identity. This case study asks students to evaluate promotional strategies for a small footwear retailer and develop a three-month and one-year promotional plan for the retailer."--Bloomsbury Publishing.