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Luxury Marketing

A Challenge for Theory and Practice

Nadine Hennigs

Klaus-Peter Wiedmann

Idioma

Inglés

Libro Tapa blanda

Código Libristo: 18052257

Editores Gabler, agosto 2016

The luxury market has transformed from its traditional conspicuous consumption model to a new experi... Descripción completa

Código Libristo: 18052257

230 b

94.09 €

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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.