PROMOTION STRATEGIES USED BY LUXURY BRANDS IN THE NEW SOCIO-ECONOMIC CONTEXT

被引：0
|
作者：
Popescu, Doina I. [1 ]
机构：
[1] Bucharest Univ Econ Studies, Bucharest, Romania
来源：
PROCEEDINGS OF THE 10TH INTERNATIONAL MANAGEMENT CONFERENCE: CHALLENGES OF MODERN MANAGEMENT (IMC 2016) | 2016年
关键词：
promotion strategies; luxury brands; currency fluctuations; holiday shopping; socio-economic context;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
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.
引用
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页码：195 / 199
页数：5
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