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The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands

Author

Listed:
  • Zaif Alexandra

    (Transilvania University of Brasov, Romania)

  • Cerchia Alina Elena

    (Valahia University of Targoviste, Romania)

Abstract

In the age of digital technology, companies around the world have to adapt their strategies to the new requirements and expectations of their consumers. The Internet has revolutionized traditional means of marketing, being a key factor in globalization. A market sector with hundreds of years of tradition ,such as that of luxury brands,is facing the necessity to introduced new,innovative strategies into their marketing plans. The purpose of this paper is to identify the ways in which luxury brands can adopt digital marketing strategies, highlighting the benefits that could be gained ,despite some incompatibilities mentioned in previous literature studies. Thus, we intend to contribute to the clarification of certain aspects present in published literature regarding luxury brands, their perceived value and their image, determining the influences of digital marketing on the aformentioned aspects,as well as consumers` consequential behaviour.

Suggested Citation

  • Zaif Alexandra & Cerchia Alina Elena, 2019. "The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 119-127.
    • Handle: RePEc:ddj:fserec:y:2019:p:119-127
    DOI: 10.35219/rce2067053212
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    References listed on IDEAS

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    3. Uche Okonkwo, 2007. "Luxury Fashion Branding," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59088-5.
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    5. Jean-Noël Kapferer & Vincent Bastien, 2009. "The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands," Post-Print hal-00786813, HAL.
    6. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," HEC Research Papers Series 736, HEC Paris.
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