Global Marketing Strategies for the Promotion of Luxury Goods

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Global Marketing Strategies for the Promotion of Luxury Goods is written by Mosca, Fabrizio and published by IGI Global. It's available with International Standard Book Number or ISBN identification 1466699590 (ISBN 10) and 9781466699595 (ISBN 13).

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.