Global Marketing Strategies for the Promotion of Luxury Goods 1st edition by Fabrizio Mosca, Rosalia Gallo – Ebook PDF Instant Download/Delivery: 1466699582, 978-1466699588
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ISBN 10: 1466699582
ISBN 13: 978-1466699588
Author: Fabrizio Mosca, Rosalia Gallo
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.
Global Marketing Strategies for the Promotion of Luxury Goods 1st Table of contents:
Section 1: New Trends in Consumer Behavior in Luxury Markets
Chapter 1: Global Consumer Behaviour in Luxury Goods Markets
ABSTRACT
INTRODUCTION
BACKGROUND
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
Chapter 2: Consumer Behaviors and Contemporary Attitudes in Luxury Markets
ABSTRACT
INTRODUCTION
BACKGROUND
MAIN FOCUS OF THE CHAPTER
SOLUTIONS AND RECOMMENDATIONS
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
Chapter 3: Consumer Behavior Regarding Luxury Perfumes
ABSTRACT
INTRODUCTION
METHODOLOGY
THE SPANISH LUXURY FRAGRANCE MARKET
THE FRAGRANCES: BASIC DESCRIPTION AND CHARACTERISTICS
CRITERIA DEFINING THE FRAGRANCES IN THE ACCESSIBLE LUXURY FRAGRANCE MARKET
LUXURY FRAGRANCE PURCHASE AND USE BEHAVIOR
LUXURY FRAGRANCE PURCHASE AND USE MOTIVATIONS
THE LUXURY FRAGRANCE CONSUMER
CONCLUSION
REFERENCES
KEY TERMS AND DEFINITIONS
ENDNOTES
Chapter 4: Analyzing Countries for Their Luxury Potentials
ABSTRACT
INTRODUCTION
BACKGROUND
RESEARCH METHODOLOGY FOR COUNTRIES’ LUXURY CONSUMPTION POTENTIALS
CONCLUSION AND FUTURE RESEARCH DIRECTIONS
REFERENCES
Section 2: Integrated Marketing Communication and New Social Systems in the Luxury Markets
Chapter 5: Managing Integrated Brand Communication Strategies in the Online Era
ABSTRACT
INTRODUCTION
COMMUNICATION AND DISTRIBUTION INTEGRATION AS A LOGICAL MULTICHANNEL LAST STEP
ONLINE AND OFFLINE INTEGRATION ENHANCEMENT: HOW LUXURY FIRMS EXPLOIT THE CONCEPT OF MULTICHANNEL MARKETING
THE “7ES” STRATEGY FOR A MAJOR BRAND’S CONSISTENCY: OUTFITS AND RESULTS
FUTURE DIRECTIONS: BENEFITS AND RISKS FOR CONSUMERS
CONCLUSION
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
Chapter 6: Conceptualizing and Measuring Content Marketing in Luxury Firms
ABSTRACT
INTRODUCTION
BACKGROUND
RESEARCH METHODOLOGY
FINDINGS
DISCUSSION AND CONCLUSION
LIMITATIONS AND FURTHER RESEARCH DIRECTIONS
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
Chapter 7: The Relative Importance of the Different Relationship Platforms (Physical and Virtual) in the Consumer Experience of Luxury Brands
ABSTRACT
INTRODUCTION
REFERENCES
Chapter 8: Strategies for Luxury Fashion Brands’ Targeting the Young Audience
ABSTRACT
1. INTRODUCTION
2. LUXURY FASHION BRAND STRATEGIES: THE ORIGIN USED AS THE BASIS FOR CREATING A MARKETING POSITION.
3. YOUNG PEOPLE AS CONSUMERS: THE INFLUENCE OF YOUNG PEOPLE IDOLS
4. INTERNET AND SOCIAL NETWORKS IN FASHION IN FASHION LUXURY BRANDS MARKETING STRATEGIES
5. THE BEAN POLE CASE: INNOVATION VS. TRADITION IN KOREAN FASHION LUXURY BRANDS
6. CONCLUSION
7. MARKETING STRATEGIC DIRECTION AND FUTURE RESEARCH LINES
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
ENDNOTE
Chapter 9: A Study of the Impact of Social Networking Communities on the Consumption of Beauty Luxury Products
ABSTRACT
INTRODUCTION
LITERATURE REVIEW
METHODOLOGY
RESULTS AND ANALYSIS
RECOMMENDATIONS FOR MARKETERS
FINAL CONCLUSION
FUTURE RESEARCH DIRECTIONS
REFERENCES
Section 3: Old and New Trends in Distribution Strategies for Luxury Players
Chapter 10: Old and New Distribution Channels in the Luxury Sector
ABSTRACT
INTRODUCTION
BACKGROUND
MAIN FOCUS OF THE CHAPTER
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
KEY TERMS AND DEFINITIONS
Chapter 11: The Relationship between Fast Fashion and Luxury Brands
ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
RESEARCH QUESTIONS AND METHOD
RESULTS AND DISCUSSION
DISCUSSION
CONCLUSION
REFERENCES
ENDNOTE
Chapter 12: The Role of the Founder’s DNA throughout Crisis
ABSTRACT
INTRODUCTION
BACKGROUND
THE MONCLER REVITALIZATION
FUTURE RESEARCH DIRECTIONS AND CONCLUSION
REFERENCES
KEY TERMS AND DEFINITIONS
Compilation of References
About the Contributors
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Tags: Fabrizio Mosca, Rosalia Gallo, Global Marketing, Luxury Goods