Introduction toFashion Marketing

A customized text for this course, FM 117, Introduction to Fashion Marketing, was compiled by Gary Wolf, an FMM faculty

member who is the instructor.

Taken from:Consumer Behavior, Ninth Edition

by Leon G. Schiffman and Leslie Lazar Kanuk

Marketing: An Introduction, Ninth Editionby Gary Armstrong and Philip Kotler

Fashion: From Concept to Consumer, Ninth Editionby Gini Stephens Frings

Cover Art:

Taken from:Consumer Behavior, Ninth Editionby Leon G. Schiffman and Leslie Lazar KanukCopyright © 2007, 2004, 2000, 1997, 1991 by Pearson Education, Inc.Published by Prentice HallUpper Saddle River, New Jersey 07458

Marketing: An Introduction, Ninth Editionby Gary Armstrong and Philip KotlerCopyright © 2009, 2007, 2005, 2003, 2000 by Pearson Education, Inc.Published by Prentice Hall

Fashion: From Concept to Consumer, Ninth Editionby Gini Stephens FringsCopyright © 2008, 2006, 2002, 1999 by Pearson Education, Inc.Published by Prentice Hall

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission inwriting from the publisher.

This special edition published in cooperation with Pearson Custom Publishing.

All trademarks, service marks, registered trademarks, and registered service marks are the property of theirrespective owners and are used herein for identification purposes only.

Printed in the United States of America

10 9 8 7 6 5 4 3 2 1

2009160174

NM

www.pearsonhighered.comISBN 10: 0-558-34606-5ISBN 13: 978-0-558-34606-5

Illustration by Ellen Koch

Brief Contents

chapter 1› Define Marketing 1

chapter 2› Consumer Fashion Marketing 25

chapter 3› Retail Fashion Marketing 49

chapter 4› Marketing Research and Segmentation 63

chapter 5› Consumer Relationships 111

chapter 6› Marketing Channels 131

chapter 7› Marketing Technology 151

chapter 8› Marketing Ethics and Social Responsibility 157

chapter 9› Diffusion 173

chapter 10› Product Life Cycle 209

chapter 11› Culture 229

chapter 12› Subcultures 251

chapter 13› Cross-Culture and Globalization 277

chapter 14› Consumer Motivation and Decision Making 295

chapter 15› Perception 339

chapter 16› Attitude 371

chapter 17› Learning 391

chapter 18› Business Buying Behavior 417

chapter 19› Price 429

Chapters 4, 9, and 11–17 taken from Consumer Behavior, Ninth Edition, by Leon G. Schiffman and Leslie Lazar Kanuk

Chapters 1, 5–6, 8, 10, and 18–19 taken from Marketing: An Introduction, Ninth Edition, by Gary Armstrong and Philip Kotler

Chapters 2–3 and 7 taken from Fashion: From Concept to Consumer, Ninth Edition, by Gini Stephens Frings