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

Listed author(s):
  • Doina I. POPESCU

    ()

    (Bucharest University of Economic Studies, Romania)

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    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.

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    File URL: http://rmci.ase.ro/no17vol5/05.pdf
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    Article provided by Faculty of Management, Academy of Economic Studies, Bucharest, Romania in its journal REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT.

    Volume (Year): 17 (2016)
    Issue (Month): 5 (December)
    Pages: 466-476

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    Handle: RePEc:rom:rmcimn:v:17:y:2016:i:5:p:466-476
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