Место издания:Экономический факультет МГУ имени М. В. Ломоносова М.: Экономический факультет МГУ имени М.В.Ломоносова Москва
Первая страница:335
Последняя страница:347
Аннотация:The aim of this work is to study the features of successful marketing strategies
for luxury brands in the era of digital transformation of markets. Based on the goal, it is necessary to solve following tasks:determine the role of digitalization in creating marketing
strategies for luxury brands; choose the key KPIs that can help to analyze the success of current online strategy and fnd out how to improve it. The relevance of the work is characterized by a detailed analysis of the process of building marketing strategies in the digital age. The practical signifcance of the work is to identify the signifcant impact of digitalization on creating strategies for the development of luxury brands. The study shows the need for the effective use of digital technology and the development of social networks for brand development.