Developing successful global strategies for marketing luxury brands
Developing successful global strategies for marketing luxury brands
/ Fabrizio Mosca, University of Turin, Italy, Cecilia Casalegno, University of Turin, Italy, Rosalia Gallo, University Autónoma de Barcelona, Spain.
- xxiii, 351 pages : illustrations ; 29 cm.
- Advances in marketing, customer relationship management, and e-services (AMCRES) book series. .
Includes bibliographical references and index.
"This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury consumers' behavior, integration between physical and online channels, and the development of social media marketing strategies"--
9781799858829 9781799868576
2020048962
Luxury goods industry.
Luxuries--Marketing.
HD9999.L852 / D48 2021
Includes bibliographical references and index.
"This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury consumers' behavior, integration between physical and online channels, and the development of social media marketing strategies"--
9781799858829 9781799868576
2020048962
Luxury goods industry.
Luxuries--Marketing.
HD9999.L852 / D48 2021
