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Marketing luksuznih blagovnih znamk na Instagramu : diplomsko delo
Omejec, Lana
Luksuz oziroma izdelki in storitve luksuznih blagovnih znamk predstavljajo nekaj, kar presega zgolj zadovoljevanje nujnih in vsakdanjih potreb povprečnega človeka. Luksuzne blagovne znamke imajo ...visoke cene, tako da so dostopne posameznikom z višjimi prihodki, odlikujejo pa jih tudi visoka kakovost, neobičajna estetika, ekskluzivnost, drugačno marketinško komuniciranje in poti. Organizacije, ki imajo v lasti luksuzne blagovne znamke, so vedno v dilemi, kako povečati prodajo, ohranjati svojo vrednost, konkurenčnost in drugačnost. Družbena omrežja dandanes predstavljajo del oglaševanja, ki je pomembno vplival na marketinške prakse in strategije luksuznih blagovnih znamk. S prihodom interneta in družbenih medijev se je komunikacija razvila iz množičnega modela, pri katerem potrošnik nima nobene vloge v proizvodnji, do prilagojenega modela s potrošnikom kot osrednjo točko. Kljub temu da so bile luksuzne blagove znamke na začetku skeptične o uporabi družbenih omrežij v njihovih marketinških strategijah, so te danes eden izmed osrednjih orodij za grajenje in vzdrževanje odnosov s strankami.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Ljubljana : [L. Omejec], 2023
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