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Promotional Mix and Integration of Communication into Management Policy - Case Study


  • Doina I. POPESCU

    () (Bucharest University of Economic Studies, Romania)


In this paper are presented promotion strategies used by luxury brands in the new socio-economic context. Top 10 luxury goods companies are presented, with related indicators for the years 2012-2014. Within this paper we endeavour to carry out an analysis of the new trends regarding promotion strategies of luxury brands. Also, luxury consumer areas are presented and the main factors (such as currency fluctuations and holiday shopping) influencing consumption of luxury goods and the particularities of each area are identified.

Suggested Citation

  • Doina I. POPESCU, 2016. "Promotional Mix and Integration of Communication into Management Policy - Case Study," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 17(5), pages 466-476, December.
  • Handle: RePEc:rom:rmcimn:v:17:y:2016:i:5:p:466-476

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    promotion strategies; luxury brands; currency fluctuations; holiday shopping; socio-economic context.;

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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