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Article
Publication date: 1 January 1976

Michel Chevalier and Bernard Catry

Presents the results of a survey into the relationship between advertisers and advertising agencies in France. Suggests areas for improvement.

1516

Abstract

Presents the results of a survey into the relationship between advertisers and advertising agencies in France. Suggests areas for improvement.

Details

European Journal of Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 15 November 2013

Alessandro Brun and Cecilia Castelli

The purpose of this paper is threefold: to provide an overview of the literature defining “luxury”; to suggest that luxury goods be distinguished from other goods through the…

29848

Abstract

Purpose

The purpose of this paper is threefold: to provide an overview of the literature defining “luxury”; to suggest that luxury goods be distinguished from other goods through the presence of critical success factors (CSF) and to identify different dimensions of luxury; and to introduce a new classification framework to analyse luxury consumers profiles and to explain the personal perception of luxury.

Design/methodology/approach

The first part of the paper is a critical discussion of the literature around the concept of luxury; the second part shows the application of an original classification framework, validated through a number of focus groups carried out with participants of Masters and executive training courses.

Findings

The concept of luxury is a multifaceted one. A comprehensive approach to classify luxury consumers is used first of all to reveal different customer profiles, and also to prove that the tangible/intangible and personal/social distinctions are relevant for understanding the motivations underlying the purchase of a luxury product.

Research limitations/implications

The model has been validated using four “archetypal” luxury goods (a bag, a bracelet, and so on). Nonetheless, the range of possible luxury goods and the set of possible consumer ' s motives behind luxury spend are so wide that a much more extended testing is required.

Originality/value

The newly proposed model would allow a luxury company to better assess their target market and their current customers, while scholars and analysts might find it useful to define the scope of the luxury market when estimating market figures.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 11/12
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 January 2004

David S. Waller

This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships…

5023

Abstract

This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle for agency‐client relationships. Three main stages were identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination. Discussing the literature will also provide a greater understanding of agency‐client relationships and identify possible areas for further research.

Details

Marketing Intelligence & Planning, vol. 22 no. 1
Type: Research Article
ISSN: 0263-4503

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