"This book explores the latest promotional trends, business models, and challenges within the luxury goods market, focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building"--

"This book explores the latest promotional trends, business models, and challenges within the luxury goods market, focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building"--

The Market-Driven Management requires that the continuous attention to customers is combined to constant and direct competition in all reference markets. The Market-Driven Management, in the specific context of companies competing in the fashion and luxury industries can be traced back to three...

"This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury...