HUDU

Luxury Marketing


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November 2012

Beschreibung

Beschreibung

¿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.

Inhaltsverzeichnis

Luxury Consumption.-Luxury Brands.-The Luxury Industry.-The Management of Luxury Brands.-Luxury Marketing in the Wine Industry.

Innenansichten

Portrait

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.

EAN: 9783834943996
Untertitel: A Challenge for Theory and Practice. 2013. Auflage. Bibliographie. eBook. Sprache: Englisch. Dateigröße in MByte: 10.
Verlag: Gabler Verlag
Erscheinungsdatum: November 2012
Seitenanzahl: xiv416
Format: pdf eBook
Kopierschutz: Adobe DRM
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