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Strategie marketingowe dóbr luksusowych

100%
Dryl W.
Zarządzanie i Finanse
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2012
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vol. 2
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issue 2
55-72
EN
Both global and Polish luxury goods market are developing dynamically. Over the past 15 years has doubled its value. Estimates of the luxury goods market are char-acterized by a large discrepancies, due to differences in the definition of luxury goods and the use of different methods of measuring the value of this market. It is extremely difficult to create an unambiguous, comprehensive definition of luxury, due to individual and very subjective connotation of this term. Definitions of luxury goods appearing in the literature are based on many aspects of this concept. Among the most frequently mentioned characteristics of luxury goods should be indicated: high quality, prestige, high price, strong brand associated with an exclusive lifestyle, design at the highest level. The specificity of luxury goods affects on decisions taken in the marketing activi-ties of enterprises operating in the goods market in this category. Luxury goods market-ing is even being called paradoxical. Among the elements of the luxury goods market-ing strategy there should be mentioned: high price, high cost, craftsmanship, limited distribution, low promotional activity, advertising with no sophisticated copy strategy. According to the principles described above, to achieve success on the luxury goods market it is necessary to do exactly the opposite of what was taught in traditional mar-keting lessons. The product must be known and be visible but it should also appear expensive and slightly out of reach. Customers must go out of their way to find it. This is a “niche” marketing approach that can only work when the brand has a strong identity and a reason for being.
2

LUXUS V UHORSKEJ LITERATÚRE DO KONCA 13. STOROČIA

100%
Oravec M.
Studia Historica Nitriensia
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2017
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vol. 21
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issue 1
218 – 230
EN
Main focus of this paper is to set the analysis of the Hungarian literature in the Árpadian era in order to find the information about the unusual and luxurious goods that the nobility used in their everyday life or as the means of representation. Connected to this is the lifestyle, marked by the social prestige or nobleness. This mentality is based on the ownership of these various luxurious commodities, either movable or real, or it could be vice-versa, meaning that the ownership of these luxurious goods affected and formed the mentality and the social status of the aristocracy. People could value the luxurious goods either for their high price and artwork or either for their symbolic value. And the symbolic value of the object was given to it by the literature. The goods in the literary works, such as hagiographic legends, chronicles or deeds, were influenced by the real-world goods, as well as the real-world goods were influenced by the symbolic value that literature gave them. That is the power of the literature and its author: it can affect its reader or listener in the way he desire, and the whole society with it. This paper will try to provide some new view on the narrative sources, when identifying the luxurious objects and their role in medieval culture and society.
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