Changes in International Marketing Strategies of Companies Operating in the Global Luxury Industry due to the Financial and Economic Crisis

Autor:	Erika Mária Jamborová, Otília Zorkóciová
Rok vydání:	2013
Předmět:	Finance brand strategy Return on marketing investment luxury industry HF5001-6182 business.industry international marketing strategies Marketing mix Marketing strategy BRIC marketing mix financial and economic crisis Marketing management Business Luxury goods Economic power International marketing
Zdroj:	Studia Commercialia Bratislavensia, Vol 6, Iss 21, Pp 136-148 (2013)
ISSN:	1337-7493
DOI:	10.2478/stcb-2013-0003
Popis:	The goal of our contribution is the international marketing strategy of luxury goods manufacturers worldwide due to the financial and economic crisis. The current crisis hit many countries of the world, European continent as well. It contributed to the more prominent role of BRIC countries in the global economy, particularly because of their growing economic power. These factors resulted to the increase in affluent customers for luxury industry in these countries. The sector quickly and successfully responded to this situation. Our paper aims to identify the essential elements of the successful international marketing strategy in the global luxury industry, with reference to the most important elements of the marketing mix.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e942124a4851bc342a60ae2f1b78b75a https://doi.org/10.2478/stcb-2013-0003 Zobrazit plný text záznamu