Overview

Luxury brands rely on exclusivity and tradition in their marketing. However, in this fast-changing world, international insight has become essential to recognize consumer behaviors and for brands to adapt their marketing to reach a farther audience. From the rise of digital influence in Asia to the emphasis on craftsmanship in Europe, understanding global trends enables luxury marketers to craft compelling narratives and resonate with diverse audiences. International Insights for Luxury Brand Marketing explores how globalization has affected luxury brand marketing and the tolls that can be used. This book provides comprehensive coverage of most of the current global perspectives on luxury brands marketing trends in developed and developing economies. Covering topics such as luxury brands, global perspectives, and luxury markets, this book is an excellent resource for luxury marketing scholars, practitioners, business owners, luxury brand retailers, luxury brand marketing managers, luxury marketing and business associations worldwide, and more.

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Professor Hatem El-Gohary is a leading marketing professor, expert, and consultant at Qatar University's College of Business and Economics. He is ranked among the top 2% of scientists globally in his field and possesses over 33 years of academic experience in both teaching and research. He holds a PhD, MSc, MRes, PGDip, BSc, and PGCHE. He is also a certified e-marketer (CeM), an AABPP fellow, HEA fellow, CMI fellow, and a CIM member (MCIM). He has a significant record of experience in voluntary work in Egypt and the United Kingdom. Professor El-Gohary is a prominent figure in leadership, tourism, marketing, and halal studies research. He has published numerous specialised studies and books on tourism, marketing, small businesses, entrepreneurship, halal/Islamic tourism, hotel and tourism performance analysis, and the adoption of e-marketing in small and medium-sized enterprises (SMEs) operating in the tourism sector, in addition to his research on sustainable tourism. His research is distinguished by its ability to bridge the gap between modern marketing theories and the requirements for developing the marketing, SBEs, and tourism sectors in the Arab world, particularly in the Arabian Gulf region. Professor El-Gohary holds prestigious international editorial positions. He is the Editor-in-Chief of the International Journal of Online Marketing (USA), the Editor-in-Chief of the Studies Business and Economic Journal (Qatar), and the Regional Editor for the Middle East of the International Journal of Tourism Research (UK). He is also an Associate Editor-in-Chief of the International Journal of Customer Relationship Management and Administration and the Journal of Technological Developments (USA). He possesses extensive professional experience, having served as Marketing Director for a multinational company and as a consultant and marketing expert for several national and international firms. He also managed a small business for several years, gaining in-depth practical insight that enables him to bridge theory and practice. Professor David John Edwards is rated as one of the world’s leading scientific experts in civil engineering and construction management (and was ‘rated in the top 2% of global scientists across all disciplines’ – cf. Stanford University/Elsevier) but his multidisciplinary research also spans business studies, mechanical engineering and information technology. Professor Edwards has also held numerous senior management and leadership positions ranging for Programme Leader, Director of Research Centres, Associate Dean of Research and Acting Dean and has accumulated wide experience in module and programme development in the UK and Internationally (over a 25 year period). He is currently leading several large-scale academic centres of excellence at Nelson Mandela University, South Africa, University of Oulu, Finland and KNUST, Ghana that strive to raise the international profile of teaching and research at these institutions where Professor Edwards holds a chair. Such positions were awarded due to his international profile and standing. Leading large teams of staff, he has also accrued a wide range of extensive experience in leadership, managing Trans-national Education provisions, motivating talented colleagues, professional accreditation, financial management, dispute resolution and human resource management. Dr. Mohamed Slim Ben Mimoun is an Associate Professor of Marketing at College of Management and Economics, Qatar University. He holds a Ph.D. in Marketing form IAE of Lille, University of Lille and a master degree in Marketing from the ISG of Tunis, University of Tunis. He also graduated for the Habilitation Universitaire (habilitation to supervise doctoral research) in 2013 at University of Sousse. Dr. Mohamed Slim Ben Mimoun current research examines online consumer behavior, embodied virtual agents, human-computer interaction issues, social networks, adoption of new technologies, smart retailing and shopper marketing, Sports Marketing, Luxury products consumption. He has published in International peer-reviewed academic journals (Information & Management, Journal of retailing and consumer services, Technological Forecasting & Social Change, International Journal of Internet Marketing and Advertising International Journal of Retail & Distribution Management, The International Review of Retail, Distribution and Consumer Research …) and in international and national academic conferences proceedings (Advances in Consumer Research, Association Française de Marketing, EMAC, Academy of Marketing, American Marketing Association, Academy of Marketing Science…)

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