Cross-Cultural Perspectives on Luxury Marketing

Theodore K. Tarnanidis

$420.95 $336.79

Paperback

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English

Business Science Reference
04 October 2024

Population & demography; Sales & marketing; Textile industries

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.

Edited by: Theodore K. Tarnanidis
Imprint: Business Science Reference
Country of Publication: United States
Dimensions: Height: 254mm, Width: 178mm,
ISBN: 9798369375365
Pages: 392
Publication Date: 04 October 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Theodore Tarnanidis is a marketing scholar, adjunct professor at the International Hellenic University and researcher in Applications of D.Sc. and MCDA. Theodore has six years experience as a marketing and decision making practitioner. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on International Marketing, Multi-cultural Marketing, Marketing Management, Consumer Science by Means of Rank-Coded Data, Preference Measurement Techniques, Quantitative Methods & Structural Equation Modelling. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in journals (Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism, Marketing Science & Inspirations, Management Science Letters).

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Cross-Cultural Perspectives on Luxury Marketing

Theodore K. Tarnanidis

$420.95 $336.79

Paperback

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