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Cross-Cultural Perspectives on Luxury Marketing

Cross-Cultural Perspectives on Luxury Marketing

Theodore K. Tarnanidis

222,86 €
IVA incluido
Disponible
Editorial:
IGI Global
Año de edición:
2024
Materia
Ventas y marketing
ISBN:
9798369375365
222,86 €
IVA incluido
Disponible

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Sobre IBD

As luxury brands become commonplace, businesses must incorporate more sustainable practices to handle the brands continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of 'masstige' (mass prestige) brands. Sustainable luxury marketing through a cross-cultural perspective requires tailored marketing strategies for luxury brands that emphasize the exclusivity and high quality of their products while integrating eco-friendly practices. Such marketing plans may also resonate with diverse cultural values across business sectors. Cross-Cultural Perspectives on Luxury Marketing explores ongoing trends in sustainable luxury marketing using cross-cultural viewpoints. It examines the usage of immersive technologies by luxury brands and their impact on consumer relationships. This book covers topics such as consumer behavior, luxury fashion, and data analysis, and is a useful resource for consultants, policymakers, economists, business owners, sociologists, academicians, scientists, and researchers.

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