Understanding the luxury industry's marketing and communications strategies: a case study on the watchmaking industry

Diplôme Master Understanding the luxury industry's marketing and communications strategies: a case study on the watchmaking industry eng 2020 author Colombi Marzio 832902 director Villacampa Bueno Marta 134832 In an increasingly globalised context, companies operate internationally, and thus, must target customers who differ in terms of culture, geography, and language. It is imperative for companies to consider these differences when they develop their strategy to enter foreign markets and build relationships with customers. The luxury industry, in which customer relationships are crucial, is no exception. The aim of this study is to analyse the international marketing strategies of the luxury watchmaking industry to understand how these companies tackle cultural adaptation, as well as how multilingual communications and translation fit into their strategies. The study provides a complete theoretical background with regard to marketing, international and global marketing, and the luxury industry, as well as an analysis whose structure can be used for the study of other luxury industries. Transcreation Marketing International Marketing Global Marketing Luxury Watchmaking Transcréation Marketing Marketing Internationale Marketing Globale Luxe Horlogerie Dewey 410.2 Maîtrise universitaire en traduction et communication spécialisée multilingue 112 Département de traitement informatique multilingue 92 false dfbf452f-5e44-4dc2-919f-b1b4f94b7b40 Master thesis Public Memoire_Marzio_Colombi.pdf 1356989 application/pdf openAccess Faculté de traduction et d'interprétation / Département de traitement informatique multilingue

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Understanding the luxury industry's marketing and communications strategies: a case study on the watchmaking industry				2020	914	10,103

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Colombi, Marzio