Luxury Marketing Strategies Based on Cultural Intelligence

2020 ◽  
pp. 141-166
Author(s):  
Thomaï Serdari
Keyword(s):  
Cultural Intelligence ◽  
Marketing Strategies ◽  
Luxury Marketing

Conceptualizing and Measuring Content Marketing in Luxury Firms

2016 ◽  
pp. 109-132 ◽  
Author(s):  
Elisa Rancati ◽  
Niccolo Gordini ◽  
Alexandru Capatina
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Marketing Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Global Markets ◽  
The Past ◽  
Luxury Marketing ◽  
Content Marketing

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.

Is Luxury Compatible With Corporate Social Responsibility (CSR)?

2021 ◽  
pp. 179-196
Author(s):  
Wided Batat ◽  
Inas Khochman
Keyword(s):  
Corporate Social Responsibility ◽  
Literature Review ◽  
Social Responsibility ◽  
Marketing Strategies ◽  
Luxury Brands ◽  
Csr Strategies ◽  
Sustainable Marketing ◽  
Luxury Marketing ◽  
Research Stream ◽  
Corporate Social

Luxury as a field of research has attracted many scholars who examined the potential connections and (in)compatibilities between luxury and corporate social responsibility (CSR). While some studies emphasize the incompatibility between luxury and sustainability, others highlight the important efforts of luxury brands in terms of luxury offerings and sustainable marketing strategies to fit eco-friendly consumers. To foster this research stream, this chapter develops a deeper understanding of the rise and evolvement of CSR in the luxury sector and the major marketing strategies implemented by luxury brands to fit with the needs of today's responsible consumers. The authors will first present a chronological literature review through three key periods, including the underground and advancement stages to the consolidation of sustainable luxury marketing as an established research stream. Then, a framework identifying different luxury CSR strategies will be proposed. Finally, opportunities and futures challenges will be discussed at the end of this chapter.

Core tensions in luxury wine marketing: the case of Burgundian wineries

2018 ◽  
Vol 30 (3) ◽  
pp. 343-365 ◽  
Author(s):  
Liz Thach ◽  
Steve Charters ◽  
Laurence Cogan-Marie
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Research Study ◽  
Marketing Strategies ◽  
Content Type ◽  
Brand Differentiation ◽  
Differentiation Factors ◽  
Luxury Marketing ◽  
Depth Interviews ◽  
Theory Base

Purpose The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes. Design/methodology/approach A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature. Findings Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation. Originality/value This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.

Luxury marketing strategies related to ethical sourcing

2017 ◽  
pp. 43-54
Author(s):  
Catarina Holmsten-Carrizo ◽  
Cecilia Mark-Herbert
Keyword(s):  
Marketing Strategies ◽  
Luxury Marketing ◽  
Ethical Sourcing

Conceptualizing and Measuring Content Marketing in Luxury Firms

2017 ◽  
pp. 233-256
Author(s):  
Elisa Rancati ◽  
Niccolo Gordini ◽  
Alexandru Capatina
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Marketing Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Global Markets ◽  
The Past ◽  
Luxury Marketing ◽  
Content Marketing

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.

The Brazilian Jeitinho as an Indigenous Type of Cultural Intelligence

2012 ◽  
Author(s):  
Maria Cristina Ferreira ◽  
Ronald Fischer ◽  
Juliana Porto ◽  
Ronaldo Pilati ◽  
Taciano Milfont
Keyword(s):  
Cultural Intelligence

Multimodal Cultural Intelligence Measure

2019 ◽  
Author(s):  
Miriam Schwarzenthal ◽  
Linda P. Juang ◽  
Maja K. Schachner ◽  
Fons J. R. van de Vijver
Keyword(s):  
Cultural Intelligence

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

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