 Marketing Strategy for Global Luxury ProductsA. Coskun Samli ()
Chapter Chapter 14 in International Consumer Behavior in the 21st Century, 2013, pp 143-151 from Springer Abstract: Abstract Perhaps one of the most important impacts of globalization is the global boom of luxury products during the past three decades or so. Certainly there have been a number of globally well-known and well-respected products for a long time, but they were not sought out, desired, and purchased to the extent that luxury products have been in recent years. In fact, according to some estimates, luxury products have experienced a global sales volume of over one trillion dollars in 2011. Certainly their sales volume is likely to expand globally much further. Three key reasons support this prediction. First, although not in equal proportions, the number and income of the very rich has increased everywhere in the world. Thus, there are currently many more people with much more money all over the world. These people can not only afford to buy luxury products but also in many cases they even demand them. Keywords: Marketing Strategy; Brand Equity; Marketing Manager; Conspicuous Consumption; Customer Equity (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4614-5125-9_14 Ordering information: This item can be ordered from DOI: 10.1007/978-1-4614-5125-9_14 Access Statistics for this chapter More chapters in Springer Books from Springer |
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