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Facultade de Humanidades e Documentación
  Inicio | galego | castellano | english | A A |  
Grao en Xestión Industrial da Moda
 Asignaturas
  Márketing e Investigación de Mercados de Moda
   Fontes de información
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. 

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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