Developing Successful Global Strategies for Marketing Luxury Brands

Rosalia Gallo Martinez (Editor), Fabrizio Mosca (Editor), Cecilia Casalegno (Editor)

Research output: Book/ReportBookResearch


Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.
Translated title of the contributionDesarrollo de estrategias exitosas para el marketing de productos de lujo
Original languageEnglish
Number of pages351
ISBN (Electronic) 9781799858836
Publication statusPublished - Mar 2021

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