Browsing BI Open by Author "Ivančová, Andrea"

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Is it about money or marketing? : international marketing strategies in the luxury cosmetic industry : exploratory multiple case study of Chanel, Guerlain and La Mer

Ivančová, Andrea (Master thesis, 2014-02-12)

The aim of this study is to investigate how do the luxury cosmetic companies shape their global strategies. The Global Marketing Strategy model used in this paper helps to investigate challenges companies face among their ...