Global Marketing Strategies for the Promotion of Luxury Goods (Hardcover) (ISBN-13: 9781466699588)

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.

Author: Fabrizio Mosca
ISBN-10: 1466699582
ISBN-13: 9781466699588
Publisher: Business Science Reference
Language: English
Published: 03/31/2016
Pages: 356
Format: Hardcover
Weight: 2.45lbs
Size: 11.00h x 8.50w x 0.81d