Introduction -- What is in this book? -- How the book is structured -- Who is this book for? -- 1) The Fashion Market -- Fashion market sectors -- Fashion market levels -- The global fashion market -- What is marketing? -- Marketing definitions -- Crowdfunding -- 2) Marketing Strategy -- What is marketing strategy? -- The marketing mix -- Changing the Ps to Cs -- STP marketing strategy -- 3) Research and Planning -- Marketing research -- Market research -- Market research methods -- Market trends -- Planning and strategy -- 4) Understanding the Customer -- Customer segmentation -- Defining the consumer -- Creating a customer profile -- 5) Introduction to Branding -- Defining a brand -- The purpose of branding -- Developing and managing brand identity -- Brand strategy and management -- 6) Fashion Promotion -- The promotional mix -- Fashion advertising and digital campaigns -- Sales promotion -- Fashion PR and publicity -- Measuring campaign effectiveness -- Personal selling -- 7) Careers in Fashion Marketing -- Professional skills -- Career choices -- Work placements and internships -- Further reading -- Trade publications and magazines -- Quotation references -- Useful addresses -- Additional resources -- Glossary -- Index -- Picture credits -- Acknowledgements.