Furniture Marketing, 2nd Edition, contains an overview of how furniture products are developed, marketed, and presented to targeted retailers and consumers. Bennington focuses on developing an appreciation for furniture as a functional art form. This new edition covers the entire industry, including types of furniture, design periods, product development, and manufacturing. The text also explains how to sell furniture through pricing, promotion, and distribution. Residential furniture is the main focus of Furniture Marketing, but there is a chapter on contract furniture. This book can serve as a helpful reference for students as well as beginning and experienced employees of manufacturers, retailers, and wholesalers.
Richard Bennington is a professor in the School of Business at High Point University where he teaches furniture marketing, retailing, and marketing, among other courses. He is Financial Vice President of the International Furnishings and Design Association, a member of the Awards Committee in the American Society of Furniture Designers, and on the Board of Directors at the Furniture Design Center and Bienenstock Furniture Library. In 2000, he served as a US Furniture Industry Representative and Product Judge at the International Furniture and Woodworking Machinery Fair in Shenzen, China. He has had his writing published in the North American Handbook of Home Furnishings and in Western Retailer.
* Furniture Marketing: An Overview * Upholstered Furniture * Case Goods * Other Residential Furniture Products * Furniture Design * Product Development * The Furniture Manufacturing Process * Marketing Through Segmentation, Targeting and Positioning * Marketing Research and Information Systems * The Ultimate Consumer Market * Pricing Methods and Practices * Personal Furniture Selling * Advertising * Sales Promotion and Public Relations * Marketing Channels for Home Furnishings * Furniture Retailing * Furniture Wholesaling * Wholesale Furniture Markets * Physical Distribution and Inventory Management * International Furniture Marketing * Contract Furniture Marketing NEW TO THIS EDITION * Two boxed features in each chapter with readings written expressly for the text or from furniture industry trade publications such as Home Furnishings News, InFurniture, Furniture Today and Upholstery Design and Management * Chapter that describes how to market residential furniture through segmentation, targeting and positioning * Chapter that outlines the channels of distribution for home furnishings * New and updated photos and illustrations ** Instructor's Guide includes course outlines, teaching tips, discussion topics, assignments, additional sources of information, test questions and term projects.