P/B/770. Dissertation. Salvatore Ferragamo in Italy and USA

The dissertation reports on the international fashion company Salvatore Ferragamo (SF) investigating their marketing activities in Italy (home market) and in the USA. A review of literature touches on the specifics of luxury goods, the issues of global marketing, the theory of marketing mix, target markets, competitors, distribution channels, advertising, etc. Secondary and primary (interviews, questionnaires) research is conducted to compare SF practices in Italy and the USA. Conclusions are made about the differences in the company’s range of shops, advertising strategies, competitive environment, etc.