Changes in International Marketing Strategies of Companies Operating in the Global Luxury Industry due to the Financial and Economic Crisis

• Authors: Otília Zorkóciová , Erika Mária Jamborová
• Languages of publication: EN

Abstracts

EN

The goal of our contribution is the international marketing strategy of luxury goods manufacturers worldwide due to the financial and economic crisis. The current crisis hit many countries of the world, European continent as well. It contributed to the more prominent role of BRIC countries in the global economy, particularly because of their growing economic power. These factors resulted to the increase in affluent customers for luxury industry in these countries. The sector quickly and successfully responded to this situation. Our paper aims to identify the essential elements of the successful international marketing strategy in the global luxury industry, with reference to the most important elements of the marketing mix.

Keywords

EN

Marketing mix; brand strategy; luxury industry; financial and economic crisis; international marketing strategies

• Publisher: Sciendo
• Journal: Studia Commercialia Bratislavensia
• Year: 2013
• Volume: 6
• Issue: 21
• Pages: 136-148

Dates

published

2013-03-01

online

2013-07-09

Contributors

author

Otília Zorkóciová

• University of Economics in Bratislava, Faculty of Commerce, Department of International Trade, Dolnozemská cesta 1, 852 35 Bratislava

author

Erika Mária Jamborová

• University of Economics in Bratislava, Faculty of Commerce, Department of International Trade, Dolnozemská cesta 1, 852 35 Bratislava

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Identifiers

DOI

10.2478/stcb-2013-0003