Teaching GuideTerm Faculty of Humanities |
Grao en Xestión Industrial da Moda |
Subjects |
Promotional Strategies in Fashion I: Communication |
Sources of information |
Identifying Data | 2020/21 | |||||||||||||
Subject | Promotional Strategies in Fashion I: Communication | Code | 710G03021 | |||||||||||
Study programme |
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Descriptors | Cycle | Period | Year | Type | Credits | |||||||||
Graduate | 1st four-month period |
Third | Obligatory | 6 | ||||||||||
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Basic | |
Aaker, D. (1991). “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, Free Press, New York.
Chevalier, M. and Mazzavolo, G. (2008): “Luxury Brand Management: A World od Privilege”, Jhon Willey and Sons, Singapore.
Garre, O. (2018). “Marketing y comunicación de moda, lujo y lifestyle”. CEU, Madrid.
Graham, B. (2018). Promocionar la moda: comunicación, marketing y publicidad”. Promopress, Madrid.
Lea-Greenwood, G. (2013): “Fashion Marketing Communications”, Wiley, 1st Ed.
Martínez-Navarro, G. (2017). “Marketing y comunicación de moda”. Esic, Madrid.
Mitterfellner, O. (2019): “Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry”, Routledge, 1st Ed.
Posner, H. (2016). “Marketing de moda”. Gustavo Gill, Barcelona
Tungate, M. (2008): “Fashion Brands”, Kogan Page, London, 3rd Ed. |
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Complementary | |
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