The Marketing Elements Within The Fashion Industry Essay

2416 Words Nov 16th, 2014 10 Pages
This review examines marketing with implications in event planning within the fashion industry. Marketing to a wide variety of social groups via different mediums is vital to the success of an event. The evolution of technology has led to many more avenues through which marketing can occur. Marketing to social groups can be accomplished though the various platforms of social media. The purpose of this review is to explore the marketing elements within the fashion industry. This study also led to the evaluation of the two-step flow theory and the word-of-mouth phenomenon and its impact on mass media and marketing. Fashion as a marketing tool is discussed in terms of its communication aspect. Communication strategies are used to develop successful marketing tactics. Journal of Marketing Management takes a look at ¬¬¬¬¬the area of marketing as it refers to fashion (Atik & Fırat, 2013). This review looks at marketing not only through the scope of planning but also in a modern society that involves all social elements. It applies the idea of fashion creation and diffusion within the context of a society and its marketing tactics.
The research process for examining marketing with implications in event planning in the fashion industry began by using online library databases to search for trade publications and academic journals. The search engine of Google Chrome was used to conduct these searches. Due to the broadness of marketing, key searches were narrowed…

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