Promotional Mix and Integration of Communication into Management Policy - Case Study

Promotional Mix and Integration of Communication into Management Policy - Case Study

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 strate...

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Veröffentlicht in:Revista de Management Comparat International 2016-12, Vol.17 (5), p.466-476
1. Verfasser: Popescu, Doina I
Format: Artikel
Sprache:eng
Schlagworte:
Acquisitions & mergers
Advertising
Art exhibits
Business Economy / Management
Collections
Communication
Corporate profits
currency fluctuations
Economic concentration
Growth rate
holiday shopping
Luxuries
luxury brands
Market strategy
Marketing / Advertising
Patronage
Profit margins
promotion strategies
Sales promotions
socio-economic context
Socio-Economic Research
Theory of Communication
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Beschreibung
Zusammenfassung: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.
ISSN:1582-3458
2601-0968