The Marketing Toolkit
“Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value.”
This chapter outlines the fundamentals of marketing and introduces the basic concepts and tools underpinning marketing strategy. A useful framework for planning is known as the marketing mix. This long-used marketing tool is explained and updated to integrate more recent marketing theory. Key principles of segmentation, targeting, positioning, differentiation and competitive advantage are explained, with information on how fashion designers create a distinctive signature style and determine a unique selling proposition for their brands.
What is marketing?