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

Doina I. Popescu ()
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Doina I. Popescu: Bucharest University of Economic Studies, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2016, vol. 17, issue 5, 466-476

Abstract: 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.

Keywords: promotion strategies; luxury brands; currency fluctuations; holiday shopping; socio-economic context. (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:17:y:2016:i:5:p:466-476

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