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) and Rosalia Gallo (Universitat Autònoma de Barcelona, Spain)
ISBN13: 9781799858829|ISBN10: 1799858820|EISBN13: 9781799858836|DOI: 10.4018/978-1-7998-5882-9


The book adds new contributions related to the current trends affecting the luxury market. Chapters focus on significant issues that impact the luxury market, such as the changes in luxury consumers’ behavior, the integration between physical and online channels, and the development of social media marketing strategies. The book explores relevant issues concerning the digital transformation and CSR practices in the luxury market.

This publication adopts a multidisciplinary approach selecting contributions from marketing, management, buyer behavior and international business, as well as representing research and perspectives from all over the world. It is an ideal reference source for marketers, advertisers, luxury brand managers, researchers, academicians, and students looking to understand the best practices for marketing luxury goods in an international arena.

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Fabrizio Mosca is Bachelor of Business Management (University of Torino, Italy), MBA (University of Torino, Italy) and took a Ph.D. in Economics and Business Administration at Luigi Bocconi University, Milano, Italy. Fabrizio Mosca Gallo has written several articles and books on Strategic Luxury Management and Luxury Marketing. This topic is the main field of his research. Fabrizio Mosca is, presently, a professor at the Business Management Department of University of Torino, where he teaches Marketing, Marketing Advanced and Strategic Management. He is also involved in many different postgraduate and International Master programs, in the Luxury Master of Il Sole24Ore and in the doctoral program. He is also part of the Scuola di Amministrazione Aziendale, the Turin Business School of Management.

Rosalía Gallo is Bachelor of Arts (hons), MBA (IESE, Barcelona) and a Doctor in Economics and Business administration (UPC, Universidad Politécnica de Cataluña). Rosalía Gallo has written several articles and cases on Family Business. She has also contributed to different books. She has published articles on Marketing and teaching methodology and innovation, and has contributed to different congresses and seminars both with presentations and participating in discussion panels. Rosalía Gallo works as a consultant for companies (frequently Family Businesses) in marketing and Management. Rosalía Gallo is, presently, a professor at the Business Economics Department at Universitat Autònoma de Barcelona, where she teaches at the BBA program, in different postgraduate and International Master programs , and in the doctoral progam “Culture production and consumption” where she has taugh the course “Marketing arts and culture”, as well the IDEM doctoral program where she has taught the course “Family business” She has also been part of the management the Economics and Business School at Universitat Autònoma de Barcelona.