Developing successful global strategies for marketing luxury brands
"This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury consumer...
| Other Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
Hershey, PA
Business Science Reference, an imprint of IGI Global,
[2021]
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| Series: | Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
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| Subjects: | |
| Online Access: | EBSCOhost Перейти в каталог НБ ТГУ |
| Summary: | "This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury consumers' behavior, integration between physical and online channels, and the development of social media marketing strategies"-- |
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| Item Description: | "Premier Reference Source" -- taken from front cover. |
| Physical Description: | 1 online resource (xxiii, 351 pages) illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781799858836 1799858839 9781799858843 1799858847 |