Search: kristen k. swanson

Promotion in the Merchandising Environment

3rd Edition

Kristen K. Swanson and Judith C. Everett

Published: SEP 24, 2015

With the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media—print ads, radio or TV commercials—must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products.


New to This Edition
~Updated chapter-opening vignettes relate the content of each chapter to the industry
~Now in full color with 60% new photographs, advertisements, charts and graphs
~New Chapter 3 “The Creative Process in Promotion” explains how the elements and principles of design are used in promotional activities and illuminates the creative relationship between retailers and advertising agencies
~New Chapter 8 “New Media” covers interactive retailing, e-commerce, and social media, such as Facebook, Twitter, Instagram, and Pinterest
~New end-of-chapter checklists for easy review of content and a new term-long advertising brand campaign assignment
~Emphasizes the concept of integrated marketing communications (IMC), the effects of consumers’ changing attitudes and how changes in technologies and distribution channels are driving communication and fashion promotion today
~Coverage has been streamlined to 14 concise chapters

Instructor Resources
~Instructor's Guide with Test Bank provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and sample test questions
~PowerPoint presentations include images from the book and provide a framework for lecture and discussion

Formats ISBN
eBook 9781628921588
Paperback 9781628921571

Guide to Producing a Fashion Show

3rd Edition

Judith C. Everett and Kristen K. Swanson

Published: JAN 15, 2013

Guide to Producing a Fashion Show is the definitive source of information for anyone interested in fashion show production. All aspects of fashion show production are covered including: reasons to produce a show, planning, model selection, merchandise selection, staging and music, budgeting, show preparation, execution, and evaluation. The third edition is up to date with behind-the-scenes examples and expanded coverage of technology, the internet and social media, training amateur models and how to set up and run a dressing room. Whether the reader is experienced or a novice this text provides a step-by-step process for how to plan, organize, promote and execute an exciting fashion show.

Introducing Guide to Producing a Fashion Show STUDIO--an online tool for more effective study!

~Study smarter with self-quizzes featuring scored results and personalized study tips
~Review concepts with flashcards of terms and definitions
~Access samples of documents, forms and templates for all stages of planning and executing a fashion show
~Helpful templates include a budget form, supply checklist, and post-fashion show evaluation sheet, plus forms for promoting the fashion show, such as news release forms and an activity planning calendar and more
~Redeeming the code inside this card will give you full access to the content previously contained on the DVD or CD packaged with this book

This bundle includes Guide to Producing a Fashion Show 3rd Edition and Guide to Producing a Fashion Show STUDIO Access Card.

Formats ISBN
Paperback + Studio 9781501395321
eBook + Studio 9781501395956
eBook 9781609018047
Paperback 9781501310140
Companion Study Tools ISBN
Studio 9781501395666

Writing for the Fashion Business

Kristen K. Swanson and Judith C. Everett

Published: MAR 10, 2008

Writing for the Fashion Business is an exciting and engaging textbook that presents effective writing techniques geared specifically for the fashion industry. This text fills the gap between general writing classes and upper-level fashion courses that address writing for specific sectors of the fashion business, such as merchandising or promotion. Real-world examples, case studies, and industry profiles provide models of the challenges of writing for the fashion industry and discuss issues of form and content. Students have ample opportunity to practice writing and critical thinking skills as they complete the portfolio exercises within each chapter and respond to the questions at the end of each case study. Chapter summaries and lists of key terms help them retain chapter content.

Formats ISBN
eBook 9781628921045
Paperback 9781563674396