International luxury marketing
Strategic Direction
; 38(2):1-3, 2021.
Article
in English
| ProQuest Central | ID: covidwho-1672544
ABSTRACT
Purpose:
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design:
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.Findings:
The authors outline pivotal changes in luxury marketing including the growing prominence of emerging nations and technology adoption. A systematic review of luxury marketing literature reveals that most research is still centered around developed nations. The field has a relatively low impact and no dominant authors. The research content does not converge with luxury industry trends. This provides an exciting contribution opportunity for academic researchers.OriginalityThe briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format
Business And Economics; Luxury marketing; Luxury branding; International marketing; Market segments; Marketing; Technological change; Consumers; Generation Z; Trends; Power; Pandemics; Social networks; Market research; Sustainability; Medical research; Coronaviruses; COVID-19; United Kingdom--UK; United States--US; China; 54191:Marketing Research and Public Opinion Polling
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
Strategic Direction
Year:
2021
Document Type:
Article
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