Promotional Mix and Integration of Communication into Management Policy - Case Study
Promotional Mix and Integration of Communication into Management Policy - Case Study
Author(s): Doina I. PopescuSubject(s): Business Economy / Management, Theory of Communication, Marketing / Advertising, Socio-Economic Research
Published by: EDITURA ASE
Keywords: promotion strategies; luxury brands; currency fluctuations; holiday shopping; socio-economic context;
Summary/Abstract: In this paper are presented promotion strategies used by luxury brands in the new socio-economic context. Top 10 luxury goods companies are presented, with related indicators for the years 2012-2014. Within this paper we endeavour to carry out an analysis of the new trends regarding promotion strategies of luxury brands. Also, luxury consumer areas are presented and the main factors (such as currency fluctuations and holiday shopping) influencing consumption of luxury goods and the particularities of each area are identified.
Journal: Revista de Management Comparat Internațional
- Issue Year: 17/2016
- Issue No: 5
- Page Range: 466-476
- Page Count: 11
- Language: English