Guía DocenteCurso Facultade de Humanidades e Documentación |
Grao en Xestión Industrial da Moda |
Asignaturas |
Márketing e Investigación de Mercados de Moda |
Fontes de información |
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Datos Identificativos | 2020/21 | |||||||||||||
Asignatura | Márketing e Investigación de Mercados de Moda | Código | 710G03012 | |||||||||||
Titulación |
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Descriptores | Ciclo | Período | Curso | Tipo | Créditos | |||||||||
Grao | Anual |
Segundo | Obrigatoria | 9 | ||||||||||
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Bibliografía básica | |
Kotler, P. and Armstrong. G. (2018): “Principles of Marketing”, Pearson, 17th Ed. Mitterfellner, O. (2019): “Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry”, Routledge, 1st Ed. Posner, H. (2.015): “Marketing Fashion. Strategy, Branding and Promotion”, Laurence King Publishing Ltd., London. |
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Bibliografía complementaria | |
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. Jackson, T. and Shaw, D. (2006): “The Fashion Handbook”, Routledge, London. Lea-Greenwood, G. (2013): “Fashion Marketing Communications”, Wiley, 1st Ed. Lee, S. and Preez, W. du (2007): “Fashioning the Future: Tomorrow’s Wardrobe”, Thames & Hudson, London. Merino , M. J. (coord.) (2015): “Introduccción a la investigación de mercados”, ESIC, Madrid, 2a Ed. Ries, A. and Trout, J. (2001): “Positioning: The Battle for Your Mind”, McGraw-Hill Education. Ryan, D. (2014): “Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation”, Kokan Page, London. Santesmases, M. (2011): “Fundamentals of Marketing”, Pirámide, Madrid. Tungate, M. (2008): “Fashion Brands”, Kogan Page, London, 3rd Ed. |
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