Global marketing strategies for the promotion of luxury goods
/ Fabrizio Mosca, Rosalia Gallo.
- Hershey, PA : Business Science Reference, 2016.
- xxiii, 329 pages ; illustration, charts, graphs : 29 cm.
- Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. .
Includes bibliographical references and index.
Global consumer behavior in luxury goods markets / Yuping Li ― Consumer behaviors and contemporary attitudes in luxury markets / Gemma García Ferrer ― Consumer behavior regarding luxury perfumes: key elements for marketing strategy design / Mónica Díaz-Bustamante, Sonia Carcelén ― Analyzing countries for their luxury potentials: a macromarketing approach / Taskın Dirsehan ― Managing integrated brand communication strategies in the online era: new marketing frontiers for luxury goods / Fabrizio Mosca, Cecilia Casalegno ― Conceptualizing and measuring content marketing in luxury firms: an exploratory analysis / Elisa Rancati, Niccolo Gordini, Alexandru Capatina ― The relative importance of the different relationship platforms (physical and virtual) in the consumer experience of luxury brands: how has it changed from the company perspective? / Paola Peretti, Mohanbir Sawhney ― Strategies for luxury fashion brands' targeting the young audience: how to link celebrity endorsements and brand extensions with social media / Carmen Moreno-Gavara, Ana Jiménez-Zarco ― A study of the impact of social networking communities on the consumption of beauty luxury products / Lynsey E. Macdonald, Irene García Medina, Zahaira F. González Romo ― Old and new distribution channels in the luxury sector / Fabrizio Mosca, Elisa Giacosa ― The relationship between fast fashion and luxury brands: an exploratory study in the UK market / Cesare Amatulli [and 3 others] ― The role of the founder's DNA throughout crisis: the revitalization of Moncler / Piergiorgio Re [and three others].
Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.