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Cross-Cultural Perspectives on Luxury Marketing

Cross-Cultural Perspectives on Luxury Marketing

Hardcover

Business GeneralMarketing

Publisher Price: $360.00

ISBN13: 9798369375358
Publisher: IGI Global
Published: Oct 4 2024
Pages: 392
Weight: 1.97
Height: 0.88 Width: 7.00 Depth: 10.00
Language: English
As luxury brands become commonplace, businesses must incorporate more sustainable practices to handle the brands continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of masstige (mass prestige) brands. Sustainable luxury marketing through a cross-cultural perspective requires tailored marketing strategies for luxury brands that emphasize the exclusivity and high quality of their products while integrating eco-friendly practices. Such marketing plans may also resonate with diverse cultural values across business sectors. Cross-Cultural Perspectives on Luxury Marketing explores ongoing trends in sustainable luxury marketing using cross-cultural viewpoints. It examines the usage of immersive technologies by luxury brands and their impact on consumer relationships. This book covers topics such as consumer behavior, luxury fashion, and data analysis, and is a useful resource for consultants, policymakers, economists, business owners, sociologists, academicians, scientists, and researchers.

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