Communication Strategies and Tools for Luxury Brands

Miguel Angelo Hemzo ()
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Miguel Angelo Hemzo: Universidade de São Paulo

Chapter Chapter 11 in Marketing Luxury Services, 2023, pp 149-160 from Springer

Abstract: Abstract This chapter presents the main concepts and specific characteristics of AdvertisingAdvertising, Sales promotionSales promotion, Events, Experiences and Live Marketing, PromotionPromotion, Publicity, and Public Relations, Digital tools, Social Media and Influencers, Mobile MarketingMobile marketing, Direct marketingDirect marketing, and Personal Selling.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-86073-8_11

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DOI: 10.1007/978-3-030-86073-8_11

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