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Marketing Fashion by Harriet Posner

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3

Research and Planning

 

To be effective, marketing needs to be planned consciously, managed strategically, researched continuously and reviewed consistently. This ongoing cycle of endeavour is vital in a highly competitive, fast-paced industry such as fashion. This chapter highlights the importance of research as an adjunct to the business, marketing and planning process and outlines key areas of investigation to consider when carrying out marketing research investigations. Fundamental research and analytical tools, including PEST and SWOT analysis, Porter’s five forces analysis and Ansoff’s Matrix, will be explained. The value of both primary and secondary research will be highlighted and helpful tips on how to carry out simple but effective ...

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