Developing successful global strategies for marketing luxury brands

• Other Authors: Mosca, Fabrizio (Editor), Casalegno, Cecilia, 1979- (Editor), Gallo-Martinez, Rosalia, 1964- (Editor)
• Format: Electronic eBook
• Language: English
• Published: Hershey, PA : Business Science Reference, an imprint of IGI Global, [2021]
• Series: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
• Subjects: Luxury goods industry.; Luxuries > Marketing.; elektronické knihy; electronic books
• ISBN: 9781799858836; 9781799858843; 9781799858829; 9781799868576
• Physical Description: 1 online zdroj (xxiii, 351 stran) : ilustrace.
• Item Description: "Premier Reference Source" -- taken from front cover.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

"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"--