Luxury Marketing: A Challenge for Theory and Practice A Challenge for Theory and Practice
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- Engels
- Hardcover
- 9783834943989
- 07 november 2012
- 416 pagina's
Samenvatting
The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury.
Luxury Marketing
A Challenge for Theory and Practice
The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior.
This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.
Contents
Luxury Consumption
- A Global Phenomenon or Dependent on Cultural Differences?
- A Theoretical Perspective
- The Context of Societal Change
Luxury Brands
- The Customer’s Perspective within Specific Cultural Contexts
The Luxury Industry
- Counterfeits
The Management of Luxury Brands
Luxury Marketing in the Wine Industry
Target Groups
Academics and researchers in various disciplines; Marketing Managers.
Editors
Klaus-Peter Wiedmann is the Chair of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.
Nadine Hennigs is an Assistant Professor at the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.
The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior.
This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.
Productspecificaties
Inhoud
- Taal
- en
- Bindwijze
- Hardcover
- Oorspronkelijke releasedatum
- 07 november 2012
- Aantal pagina's
- 416
- Illustraties
- Nee
Betrokkenen
- Hoofdredacteur
- Klaus-Peter Wiedmann
- Tweede Redacteur
- Nadine Hennigs
- Hoofduitgeverij
- Gabler
Overige kenmerken
- Editie
- 2013 ed.
- Extra groot lettertype
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- Product breedte
- 180 mm
- Product hoogte
- 27 mm
- Product lengte
- 246 mm
- Studieboek
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- Verpakking breedte
- 175 mm
- Verpakking hoogte
- 28 mm
- Verpakking lengte
- 240 mm
- Verpakkingsgewicht
- 407 g
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- EAN
- 9783834943989
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