Effective Marketing and Consumer Behavior Tactics for High-End Products - Softcover

Softcover

ISBN 13: 9798369387405

Verlag: IGI Global, 2025

Inhaltsangabe

Effective marketing and consumer behavior tactics for high-end products require a better understanding of both psychological drivers and strategic brand positioning. High-end products often cater to a select group of consumers who value exclusivity, craftsmanship, and prestige, making it crucial for brands to tailor their marketing strategies to evoke a sense of luxury and desire. By leveraging consumer psychology, emotional appeal, and targeted experiences, brands can create a strong connection with their audience. Successful tactics go beyond traditional advertising, incorporating personalized messaging, influencer partnerships, and unique storytelling to reinforce the appeal of luxury and ensure high-end products resonate with their target market. Effective Marketing and Consumer Behavior Tactics for High-End Products explores how social media can impact consumer behavior in the luxury sector. It examines brand management practices, new digital communication channels, and the role of social media in marketing tactics. This book covers topics such as e-commerce, social media, and digital technology, and is a useful resource for business owners, entrepreneurs, marketers, academicians, researchers, and scientists.

Über diesen Titel

Über die Autorinnen und Autoren

Vera Teixeira Vale has a PhD in Management with specialization in Marketing and Strategy from the Faculty of Economics and Management of University of Porto, a MSc in Marketing from the Oporto Catholic University, also an MBA in Commercial Operations Management in Oporto Catholic University and a degree in Public Relations from the Maia Superior Institute. She is an Assistant Professor in the University of Aveiro (DEGEIT) . She lectures under graduated and graduated courses of Management, Marketing, Marketing Research and Consumer Behaviour. Presently, she is researcher affiliated to GOVCOPP, and a invited researcher at CEOS.PP. Her research topics are: Consumer Behaviour, Consumer Psychology, Anti-Consumption, Anti-branding, Sustainable and Responsible consumption, Expatriation Motivations, SEM, Quantitative and Qualitative Methods Her teaching interests are: Consumer Behaviour, Marketing Research and Marketing Management.

Adriana Coutinho Gradim has a degree in Languages and Business Management and a master’s in management in the field of marketing and international business from the University of Aveiro. Currently, she is a Business and Economics PhD Student at the University of Aveiro, in the specialization of management. Her research project focus on intellectual capital and knowledge management in the context of personnel mobility. She has articles published in national and international journals and conferences. Her research interests focus on intellectual capital, knowledge management, human resource management, marketing and human mobility.

Details zur Ausgabe

• Verlag: IGI Global
• Erscheinungsdatum: 2025
• Sprache: Englisch
• ISBN 13: 9798369387405
• Einband: Taschenbuch
• Anzahl der Seiten: 410
• Herausgeber: Vale Vera Teixeira, Gradim Adriana Coutinho
• Kontakt zum Hersteller: preigu GmbH & Co. KG; mail@preigu.de; ; Lengericher Landstr. 19; Osnabrück; Niedersachsen; 49078; Deutschland