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Global Marketing Strategies for the Promotion of Luxury Goods

Book 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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board
  6. Foreword
  7. Preface
    1. THE CHALLENGES
    2. ORGANIZATION OF THE BOOK
  8. Acknowledgment
  9. Section 1: New Trends in Consumer Behavior in Luxury Markets
    1. Chapter 1: Global Consumer Behaviour in Luxury Goods Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. FUTURE RESEARCH DIRECTIONS
      5. CONCLUSION
      6. REFERENCES
      7. ADDITIONAL READING
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 2: Consumer Behaviors and Contemporary Attitudes in Luxury Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Consumer Behavior Regarding Luxury Perfumes
      1. ABSTRACT
      2. INTRODUCTION
      3. METHODOLOGY
      4. THE SPANISH LUXURY FRAGRANCE MARKET
      5. THE FRAGRANCES: BASIC DESCRIPTION AND CHARACTERISTICS
      6. CRITERIA DEFINING THE FRAGRANCES IN THE ACCESSIBLE LUXURY FRAGRANCE MARKET
      7. LUXURY FRAGRANCE PURCHASE AND USE BEHAVIOR
      8. LUXURY FRAGRANCE PURCHASE AND USE MOTIVATIONS
      9. THE LUXURY FRAGRANCE CONSUMER
      10. CONCLUSION
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
      13. ENDNOTES
    4. Chapter 4: Analyzing Countries for Their Luxury Potentials
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH METHODOLOGY FOR COUNTRIES’ LUXURY CONSUMPTION POTENTIALS
      5. CONCLUSION AND FUTURE RESEARCH DIRECTIONS
      6. REFERENCES
  10. Section 2: Integrated Marketing Communication and New Social Systems in the Luxury Markets
    1. Chapter 5: Managing Integrated Brand Communication Strategies in the Online Era
      1. ABSTRACT
      2. INTRODUCTION
      3. COMMUNICATION AND DISTRIBUTION INTEGRATION AS A LOGICAL MULTICHANNEL LAST STEP
      4. ONLINE AND OFFLINE INTEGRATION ENHANCEMENT: HOW LUXURY FIRMS EXPLOIT THE CONCEPT OF MULTICHANNEL MARKETING
      5. THE “7ES” STRATEGY FOR A MAJOR BRAND’S CONSISTENCY: OUTFITS AND RESULTS
      6. FUTURE DIRECTIONS: BENEFITS AND RISKS FOR CONSUMERS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    2. Chapter 6: Conceptualizing and Measuring Content Marketing in Luxury Firms
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH METHODOLOGY
      5. FINDINGS
      6. DISCUSSION AND CONCLUSION
      7. LIMITATIONS AND FURTHER RESEARCH DIRECTIONS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 7: The Relative Importance of the Different Relationship Platforms (Physical and Virtual) in the Consumer Experience of Luxury Brands
      1. ABSTRACT
      2. INTRODUCTION
      3. REFERENCES
    4. Chapter 8: Strategies for Luxury Fashion Brands' Targeting the Young Audience
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LUXURY FASHION BRAND STRATEGIES: THE ORIGIN USED AS THE BASIS FOR CREATING A MARKETING POSITION.
      4. 3. YOUNG PEOPLE AS CONSUMERS: THE INFLUENCE OF YOUNG PEOPLE IDOLS
      5. 4. INTERNET AND SOCIAL NETWORKS IN FASHION IN FASHION LUXURY BRANDS MARKETING STRATEGIES
      6. 5. THE BEAN POLE CASE: INNOVATION VS. TRADITION IN KOREAN FASHION LUXURY BRANDS
      7. 6. CONCLUSION
      8. 7. MARKETING STRATEGIC DIRECTION AND FUTURE RESEARCH LINES
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTE
    5. Chapter 9: A Study of the Impact of Social Networking Communities on the Consumption of Beauty Luxury Products
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. METHODOLOGY
      5. RESULTS AND ANALYSIS
      6. RECOMMENDATIONS FOR MARKETERS
      7. FINAL CONCLUSION
      8. FUTURE RESEARCH DIRECTIONS
      9. REFERENCES
  11. Section 3: Old and New Trends in Distribution Strategies for Luxury Players
    1. Chapter 10: Old and New Distribution Channels in the Luxury Sector
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 11: The Relationship between Fast Fashion and Luxury Brands
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND
      4. RESEARCH QUESTIONS AND METHOD
      5. RESULTS AND DISCUSSION
      6. DISCUSSION
      7. CONCLUSION
      8. REFERENCES
      9. ENDNOTE
    3. Chapter 12: The Role of the Founder's DNA throughout Crisis
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE MONCLER REVITALIZATION
      5. FUTURE RESEARCH DIRECTIONS AND CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
  12. Compilation of References
  13. About the Contributors