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| Tekijä: | Nueno, J. L. Quelch, J. A. |
| Otsikko: | The mass marketing of luxury |
| Lehti: | Business Horizons
1998 : NOV/DEC, VOL. 41:6, p. 61-68 |
| Asiasana: | Marketing Brands Markets Products |
| Kieli: | eng |
| Tiivistelmä: | Four distinct circles of management practice, implemented together, can ensure the success of a luxury brand in the global marketplace. The article discusses the mass marketing of luxury brands and presents factors which contributed to the increased demand for luxury brands. Also dealt with are characteristics of traditional luxury brands, and four keys to managing luxury brands successfully. There are three retail strategies evident among luxury brand owners. |
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