Global Marketing Strategies for the Promotion of Luxury Goods

Global Marketing Strategies for the Promotion of Luxury Goods

Fabrizio Mosca (University of Turin, Italy) and Rosalia Gallo (Universitat Autònoma de Barcelona, Spain)
Release Date: March, 2016|Copyright: © 2016 |Pages: 329
ISBN13: 9781466699588|ISBN10: 1466699582|EISBN13: 9781466699595|DOI: 10.4018/978-1-4666-9958-8

Description

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.

Topics Covered

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

  • Consumer Behavior
  • Content Marketing
  • Digital Marketing
  • Distribution Channels
  • Fashion Industry
  • Integrated Marketing Communications
  • Luxury Brands
  • Macromarketing

Reviews and Testimonials

Luxury good trends differ from mass consumer goods and require specialized analysis as set forth in this collection which considers luxury purchasing behaviors, the progressive interaction between distribution channels and social media, and distribution strategies for luxury players. The 12 contributions examine the role of envy in purchase decisions, the effectiveness of content marketing strategies, the relative importance of the different relationship platforms, the impact of bluffing and social media communities on reference group culture, and the effects of fast fashion brands on the luxury sector.

– ProtoView Reviews

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.