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2013 | OriginalPaper | Buchkapitel

14. Marketing Strategy for Global Luxury Products

verfasst von : A. Coskun Samli

Erschienen in: International Consumer Behavior in the 21st Century

Verlag: Springer New York

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Abstract

Perhaps one of the most important impacts of globalization is the global boom of luxury products during the past three decades or so. Certainly there have been a number of globally well-known and well-respected products for a long time, but they were not sought out, desired, and purchased to the extent that luxury products have been in recent years. In fact, according to some estimates, luxury products have experienced a global sales volume of over one trillion dollars in 2011. Certainly their sales volume is likely to expand globally much further. Three key reasons support this prediction. First, although not in equal proportions, the number and income of the very rich has increased everywhere in the world. Thus, there are currently many more people with much more money all over the world. These people can not only afford to buy luxury products but also in many cases they even demand them.

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Vorheriges Kapitel International Consumer Learning Is Different in Different Cultures

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Titel: Marketing Strategy for Global Luxury Products
verfasst von: A. Coskun Samli
Verlag: Springer New York
Buch: International Consumer Behavior in the 21st Century
Print ISBN: 978-1-4614-5124-2

Electronic ISBN: 978-1-4614-5125-9

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-1-4614-5125-9_14