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The business of marketing

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

...Marketing is a powerful force Marketing is a powerful force that builds strong global brands; it can help raise an army and can be used to demonise political opponents. Every company and government in the world uses elements...

Collaborations: “X” Marks the Spot

Jon Cope

Jon Cope is a Senior Lecturer in Public Relations on the BA (Hons) Fashion Promotion course at University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Dennis Maloney

Dennis Maloney is a Senior Lecturer across all aspects of the BA (Hons) Fashion Promotion course at the University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Fashion Promotion in Practice

Fairchild Books, 2016

Book chapter

...Sonia Rykiel x H&M—launch event at the Grand Palais in Paris, 2009.The heat around designer collaborations has fallen by degrees since crowds queued through the night to experience H&M’s first capsule collection with Karl Lagerfeld in 2004....

Advertising and Public Relations: From Verbal to Viral

Jon Cope

Jon Cope is a Senior Lecturer in Public Relations on the BA (Hons) Fashion Promotion course at University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Dennis Maloney

Dennis Maloney is a Senior Lecturer across all aspects of the BA (Hons) Fashion Promotion course at the University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Fashion Promotion in Practice

Fairchild Books, 2016

Book chapter

...Backlit Dolce & Gabbana outdoor advertisement in Times Square, New York City.Advertising and public relations (PR) are multibillion dollar industries employing some of the world’s most creative and intelligent fashion communicators....

Advocacy

Derek Yates

Derek Yates is Programme Leader for Graphic Arts, Winchester School of Art, Southampton University. Author affiliation details are correct at time of print publication.

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Jessie Price

Jessie Price works as a researcher at the University of the Arts, UK, and as a freelance designer for numerous publishers, authors and arts professionals. Author affiliation details are correct at time of print publication.

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Communication Design : Insights from the Creative Industries

Fairchild Books, 2015

Book chapter

...I’m interested in using our communication skills to change the way things are.The tools of communication design have been used in the service of many causes, from political propaganda and charity fundraising to grassroots movements...

Agents, agencies, libraries and galleries

Lisa Pritchard

Lisa Pritchard has been working with and advising professional photographers for more than two decades. Starting her career at a well known photo library, she went on to establish herself as one of the UK’s leading photographers agents and stills producers, setting up her own agency, LPA (Lisa Pritchard Agency) in 2001. Lisa is a frequent guest speaker at photography colleges and seminars, a regular judge of photography competitions and a well known contributor to the trade press. More information can be found on her at www.lisapritchard.com. Author affiliation details are correct at time of print publication.

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Setting Up a Successful Photography Business

A&C Black Publishers, 2011

Book chapter

...Agents, agencies, photo libraries and galleries can increase your profile and your income. However, your work needs to be of a high enough quality and have a potential commercial value to be accepted.Photographers’ agents Photographers...

Websites, blogs and social media

Alison Branagan

Alison Branagan is a creative industries business consultant, author, and an associate lecturer at Central Saint Martins College of Art and Design where she teaches short courses in entrepreneurship, business start-up and self-promotion. Author affiliation details are correct at time of print publication.

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The Essential Guide to Business for Artists and Designers

Bloomsbury Academic, 2018

Book chapter

...‘A new world organ for the collection, indexing, summarising and release of knowledge … The phrase “Permanent World Encyclopaedia” conveys the gist of these ideas … a world synthesis of bibliography and documentation with the indexed...

Selling Your Brand

Samata Pattinson

Samata Pattinson is a womenswear designer, public speaker and author who has her own fashion label, Samata. In 2007 Samata became the first British female to showcase during the New York Nolcha Fashion Week and has received a host of industry awards and nominations including Cosmopolitan magazine‘s ‘Future Fashion Star of 2008’. She has been named in the ‘Black Women in Europe: Power List 2010’, and in March 2011 was listed as one of Red magazine’s ‘One to Watch: Top 20 women under the age of 30’. At the same time she was also announced as the winner of Suzy Amis Cameron’s international dress design contest Red Carpet Green Dress, creating an Oscar worthy gown from sustainable materials. Samata is currently the Global Campaign Director of the contest working between Los Angeles, New York and London. Samata is a guest lecturer at the London College of Fashion and has written for Fashion Capital, Cision, The Guardian and Vogue UK. Samata has been invited to Number 10 Downing Street to meet former Prime Minister Gordon Brown and has addressed Prime Minister David Cameron and an audience of MPs, entrepreneurs and media at the launch of StartUp Britain. Author affiliation details are correct at time of print publication.

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Fashion Designer’s Resource Book

Bloomsbury Publishing, 2013

Book chapter

...Public relations Before we look at public relations (PR) it is important to remember the importance of having a sellable product. Make sure that you can deliver a good quality, professionally manufactured product through an efficient...

Fine-tuning your brand

Lisa Pritchard

Lisa Pritchard has been working with and advising professional photographers for more than two decades. Starting her career at a well known photo library, she went on to establish herself as one of the UK’s leading photographers agents and stills producers, setting up her own agency, LPA (Lisa Pritchard Agency) in 2001. Lisa is a frequent guest speaker at photography colleges and seminars, a regular judge of photography competitions and a well known contributor to the trade press. More information can be found on her at www.lisapritchard.com. Author affiliation details are correct at time of print publication.

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Running a successful photography business

Bloomsbury Academic, 2017

Book chapter

...‘I became an animal specialist which was quite fortuitous as specialization is the key in a saturated market where photographers have to differentiate themselves.’ © Gandee Vasan.As a professional photographer, you are a brand.Clients ‘buy’...

Building networks

Alison Branagan

Alison Branagan is a creative industries business consultant, author, and an associate lecturer at Central Saint Martins College of Art and Design where she teaches short courses in entrepreneurship, business start-up and self-promotion. Author affiliation details are correct at time of print publication.

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The Essential Guide to Business for Artists and Designers

Bloomsbury Academic, 2018

Book chapter

...‘If I myself and several friends didn’t starve to death in London, it was thanks to Daubigny.’This is Monet’s acknowledgement of the help that artist Charles-François Daubigny gave him, for it was Daubigny who helpfully introduced Monet...

Campaign Planning: Making It Happen

Jon Cope

Jon Cope is a Senior Lecturer in Public Relations on the BA (Hons) Fashion Promotion course at University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Dennis Maloney

Dennis Maloney is a Senior Lecturer across all aspects of the BA (Hons) Fashion Promotion course at the University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Fashion Promotion in Practice

Fairchild Books, 2016

Book chapter

...Diesel’s 2010 “BE STUPID” advertising campaign by New York creative agency, Anomaly, appears to mock planning. Or does it?From understanding your target market to objective-setting, budgeting, and evaluation, effective planning is critical...