Mrs. Aliona N. Andreyeva

Guest Lecturer

Mrs. Aliona N. Andreyeva

EDUCATION AND ACADEMIC DEGREES

  • Candidate of Science in Economics, Saint-Petersburg State University, 2004
  • MBA, International School of Management LETI-LOVANIUM, 1994
  • Diploma, Leningrad State University, History Department, 1987

RESEARCH

  • Fashion marketing
  • Luxury marketing
  • Hedonic Marketing
  • Conspicuous Consumption

SELECTED PAPERS AND PUBLICATIONS

Monographies

  • Luxury Marketing: Modern Strategies. St.Petersburg, 2007. (with Ludmila Bogomolova)
  • Designer Brands In Fashion Business. St.Petersburg, 2006.

 

Articles

  • Fashion and audio branding: The analysis and interpretation of luxury fashion marketing concepts // Journal of Global Fashion Marketing, 2016, 7 (4): 291-304 (with Yulia Malenkaya).
  • Luxury Marketing: Analysis of Contemporary Concepts // Journal of Brand Management. #4 (77), 2014, pp.194 - 216.
  • Fashion and Conspicuous Consumption in Russia // Journal of Brand Management. 2012, 2 (63): 108 — 120.
  • Luxury and the Contemporary Art // Journal of Brand Management. #3 (52), 2010, pp.168-179.
  • Shalimar: Perfume of the Century or Destruction of a Legend? (Case Study) // Vestnik of St. Petersburg State University, Management. Vol.4, 2010, p.167 - 218.
  • Brand Portfolio Management in Fashion Business: cases of Armani and Gucci // Russian Journal of Management, 2006, Vol.4 No.3, p. 124-154.
  • Global Designer Brands As Modus Operandi of The Russian Fashion Retail // Vestnik of St. Petersburg State University, Management. 2006. Vol. 2, June, p. 65-87.
  • Fashion Business Adverting // Advertising Ideas, 2006, # 1(57), p. 100-111.
  • Concept of Designer Brand Portfolio in Fashion Business // Journal of Brand Management. #6 (10), 2003.
  • Marketing Communications of Designer Brands in Fashion Business //Journal of Marketing Communications. #1 (13), 2003.
  • Fashion Marketing of Designer Brands: St.Petersburg Case in the beginning of XXI century // Vestnik of St. Petersburg State University, Management. Vol.1, 2002.
  • Fashion Marketing of Designer Brands in St.Petersburg //Fashion Industry. March, 2002.
  • Distinctive Features of Designer Brands in Fashion Marketing //Journal of Marketing & Marketing Research in Russia, # 1 (37), 2002.

INTERNSHIP ABROAD

HONORS AND AWARDS

OTHER PROFESSIONAL ACTIVITIES

  • Owner and creator of Luxury Theory internet project http://luxurytheory.ru/
  • Associated Professor at Higher School of Economics (Moscow), 2012 - 2014.
  • Invited lecturer at French Fashion Institute Mod’Art (St.Petersburg), 2014 - 2016.
  • Member of the Supervisory Board of St. Petersburg Fashion Syndicate.
  • Еxecutive seminars on luxury marketing for the Russian operators of the luxury universe (L’Oreal Luxe Division, Rolls Royce, Sotheby’s International Realty, Boucheron, Kempinski Hotel Moika 22)
  • Marketing Director; DA&N Advertising Agency, 1997-1999
  • Brand Manager; Gillette Russia & CIS, 1995-1997
  • Regional Marketing Manager, Cadbury Confectionary (Russia), 1994-1995,
  • Marketing Manager, Russkoye Video-Channel 11 (Public TV-channel), 1990-1994

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