The volume provides teaching support for the degree course in Textile and Clothing Marketing, but thanks to its layout it can also be suitable for professional operators. The first part analyses the trading activities in sales, through a series of schemes which are useful for a systematic presentation of the topic. The second part focuses on communication techniques; in particular advertising, considering how strategically important it is for the formation of the value not only of products, but also of corporate assets. Finally, several cases of companies operating in the textile-clothing industry, all characterised by a strong brand image, are offered.
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