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Emil Annen
Former Member
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1 - 10 of 13
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PublicationType: journal articleJournal: Marketing Review St. GallenIssue: 2
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PublicationType: journal articleJournal: Marketing Review St. Gallen
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PublicationType: journal articleJournal: THEXISVolume: 5./6.
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PublicationType: journal articleJournal: THEXISIssue: 2
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PublicationType: book
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PublicationInsisting on luxury to survive(Kogan Page, 2014)Mastering fundamental crises on the market, like technological upheaval or competition from discounters, poses a major challenge for every company. On the basis of a practical example, we show that perseverance in the luxury segment may be a successful strategy for a medium-sized company to deal with crises. Important success factors include a long-term strategy oriented towards the luxury segment, consistent brand management and a contemporary communication strategy tailored to the target groups.Type: book section
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PublicationHonig für den Kunden(Institut für Marketing an der Universität St. Gallen, 2013)
;Beiz, OttoType: book section -
PublicationType: book section
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