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Developing Successful Global Strategies for Marketing Luxury Brands

Developing Successful Global Strategies for Marketing Luxury Brands

Copyright: © 2021 |Pages: 351
ISBN13: 9781799858829|ISBN10: 1799858820|EISBN13: 9781799858836
DOI: 10.4018/978-1-7998-5882-9
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MLA

Mosca, Fabrizio, et al., editors. Developing Successful Global Strategies for Marketing Luxury Brands. IGI Global, 2021. https://doi.org/10.4018/978-1-7998-5882-9

APA

Mosca, F., Casalegno, C., & Gallo, R. (Eds.). (2021). Developing Successful Global Strategies for Marketing Luxury Brands. IGI Global. https://doi.org/10.4018/978-1-7998-5882-9

Chicago

Mosca, Fabrizio, Cecilia Casalegno, and Rosalia Gallo, eds. Developing Successful Global Strategies for Marketing Luxury Brands. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-5882-9

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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.

Table of Contents

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Front Materials
Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Editorial Advisory Board
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Preface
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Acknowledgment
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Chapters
Managing Global Luxury Brands in the Era of Digitalisation
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Sustainable Development in the Luxury Industry
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Chapter 3
New Trends in Consumer Behaviour
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Back Materials
Compilation of References
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About the Contributors
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Index
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