Global Marketing Strategies for the Promotion of Luxury Goods

Business & Finance, Marketing & Sales, Direct Marketing
Cover of the book Global Marketing Strategies for the Promotion of Luxury Goods by , IGI Global
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Author: ISBN: 9781466699601
Publisher: IGI Global Publication: March 31, 2016
Imprint: Business Science Reference Language: English
Author:
ISBN: 9781466699601
Publisher: IGI Global
Publication: March 31, 2016
Imprint: Business Science Reference
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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