Luxury Marketing

A Challenge for Theory and Practice
Softcover Nachdruck of the original 1. Auflage 2013
ISBN: 978-3-663-20517-3
Verlag: Gabler Verlag

Buch, Englisch, 416 Seiten, Previously published in hardcover, Format (B × H): 168 mm x 240 mm, Gewicht: 720 g

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.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Hennigs, Nadine

Wiedmann, Klaus-Peter

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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.