Luxury marketing : a challenge for theory and practice
著者
書誌事項
Luxury marketing : a challenge for theory and practice
Springer Gabler, c2013
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注記
Includes bibliographical references
内容説明・目次
内容説明
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.
目次
Luxury Consumption.- Luxury Brands.- The Luxury Industry.- The Management of Luxury Brands.- Luxury Marketing in the Wine Industry.
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