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)
Release Date: March, 2021|Copyright: © 2021 |Pages: 351
DOI: 10.4018/978-1-7998-5882-9
ISBN13: 9781799858829|ISBN10: 1799858820|EISBN13: 9781799858836|ISBN13 Softcover: 9781799868576
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Description & Coverage
Description:

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market.

Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Corporate Social Responsibility
  • Costumer Engagement and Behavior
  • E-Servicescapes
  • Global Marketing
  • In-Person and Online Shopping Experiences
  • Luxury Brands
  • Marketing
  • Online Brand Communication
  • Social Data
  • Social Media Marketing
  • Strategic Management
  • Sustainability
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Editor Biographies

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.

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