Luxury is a particular sector that is difficult to define. However it can be characterized using these following adjectives: high price product, exclusivity, prestige, and niche market.
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The Internet use by the Luxury industry: An interactive tool for a very demanding sector
Filed Under: Miscellaneous Management Projects Tagged With: Branding, CRM, Customer Relationship Management, Marketing Tools, Relationship Marketing, viral marketing, Word of Mouth
Content is King: Communication Effects of Viral Video Marketing
The technological paradigm shift has enabled new forms of communication. Consequently, this offers valuable possibilities for marketers in terms of reach, speed and cost-efficiency. Due to similarities with the spread of a virus, the phenomenon of self-replicating content on the web via social networks and word-of-mouth is commonly referred to as viral marketing. Even though [...]
Filed Under: Marketing Project Tagged With: brand awareness, communication effects, cost efficiency, viral marketing
Marketing Communication in the New Digital World: Take the leap!
Background: During the last years, the boom of the Internet has carried along with it new possibilities for communication, in addition, other technological developments of society together act to form a new reality in which companies have to rethink their means for communicating with consumers. Problem and Purpose: In a new reality where consumers seem [...]
Filed Under: Marketing Project Tagged With: consumer behavior, viral marketing, wireless advertising
Guerrilla Marketing: Reaching the customer in an untraditional way
One is under continuous influence of commercials and advertisements each day, it has reached to such a level that the end customer are blocking today’s channels. Therefore the authors of this thesis argue that mainstream marketing approaches are getting old, TV commercials and traditional advertisements are not as effective as it has been. For instance, [...]
Filed Under: Marketing Project Tagged With: buzz marketing, guerrilla marketing, viral marketing
Undercover Marketing: The method which lies beneath
A coming of age of a generation named Generation Y, which holds negative views on commercial messages, has resulted in the need of special marketing methods which are known to be more alternative. Guerrilla Marketing, being such a method holds beneath it Undercover Marketing which is another method and has the potential of reaching this [...]
Filed Under: Marketing Project Tagged With: guerrilla marketing, marketing methods, undercover marketing, viral marketing