Download or read book Promotion in the Merchandising Environment written by Kristen K. Swanson and published by Fairchild Books & Visuals. This book was released on 2000 with total page 624 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive guide introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. Using international examples, the book takes a global perspective. An Integrated Marketing Communications (IMC) point of view is present throughout. In addition to covering the role and organisational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.