luxury marketing

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Luxury Marketing

Author : Klaus-Peter Wiedmann
ISBN : 9783834943996
Genre : Business & Economics
File Size : 52. 41 MB
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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.

Global Marketing Strategies For The Promotion Of Luxury Goods

Author : Mosca, Fabrizio
ISBN : 9781466699595
Genre : Business & Economics
File Size : 38. 49 MB
Format : PDF
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Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.

Luxury Lies And Marketing

Author : M. Sicard
ISBN : 9781137264695
Genre : Business & Economics
File Size : 28. 17 MB
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Uncovers the truth about luxury brand marketing and shows that like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing the author provides frameworks to help companies with their own branding strategy

Brand Management And Marketing Of Luxury Goods

Author : Lucie Scholz
ISBN : 9783954891931
Genre : Business & Economics
File Size : 73. 72 MB
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The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox.

Luxury Wine Marketing

Author : Peter Yeung
ISBN : 9781910902998
Genre : Business & Economics
File Size : 24. 42 MB
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A textbook and practitioner’s guide, written by a leading Professor of Wine Business and a seasoned luxury wine marketing practitioner. It describes the history and best practices of marketing luxury wine, and includes case studies of wineries from around the world, as well as new, primary research into the market size of luxury wine.

The Luxury Strategy

Author : Jean-Noel Kapferer
ISBN : 9780749456016
Genre : Business & Economics
File Size : 80. 27 MB
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Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company? The Luxury Strategy is a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. The Luxury Strategy rationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands. The Luxury Strategy explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.

Digital Marketing Strategies For Fashion And Luxury Brands

Author : Ozuem, Wilson
ISBN : 9781522526988
Genre : Business & Economics
File Size : 44. 6 MB
Format : PDF, Kindle
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Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

Harnessing Omni Channel Marketing Strategies For Fashion And Luxury Brands

Author : Wilson Ozuem
ISBN : 9781627347402
Genre : Business & Economics
File Size : 77. 2 MB
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This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

The Luxury Strategy

Author : Jean-Noël Kapferer
ISBN : 9780749464929
Genre : Business & Economics
File Size : 87. 33 MB
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The Luxury Strategy, written by two world experts on the subject, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. By defining the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside down, it has established itself as the definitive work on the essence of a luxury brand strategy. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It also now includes a section on marketing and selling luxury goods online and the impact of social networks and digital developments, cementing its position as the authority on luxury strategy.

Luxury Marketing And Management

Author : Daniel A. Langer, Dr.
ISBN : 1492976458
Genre : Business & Economics
File Size : 59. 9 MB
Format : PDF
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This book provides fundamentally new insights into the seemingly elusive concept of luxury using examples from real life and precise cases. The outstanding feature is the development of the first numerical luxury index allowing managers to compare various categories and signaling product opportunities. The concept of luxury signals leads to a large variety of additional marketing opportunities. Also, a new, precise and operational definition of luxury is developed. Providing empirical insights for Europe, America and Asia this book opens challenging perspectives to all those concerned with luxury. "The book Luxury: Marketing & Management will be of considerable interest to both managers and academics seeking to understand and manage luxury goods in the 21st Century." Prof. Dr. David B. Montgomery, Stanford University & former Dean, Singapore Management University "This new and interesting research provides insight into the unique world of luxury and I have no doubt will prove a fascinating read for consumers and managers. Rolls-Royce Motor Cars has been at the pinnacle of automotive luxury for over 100 years and it is enlightening to see scientific research on the industry." Torsten Müller-Ötvös, CEO Rolls-Royce Motor Cars Ltd "This book provides a large coverage of research on luxury, combined with new practical approaches, such how to analyze the luxury potential of a category on the basis of the price differentials. Very enlightening reading for managers and consumers alike." Prof. Dr. Gilles Laurent, HEC Paris "Many asked me in the course of the year what is the essence of luxury, and there is in my opinion a one world answer to this: luxury is pure emotion. In their book the authors provide an elaborated overview on luxury both from a researcher's and a manager's perspective. It's a must-read for those interested in luxury." Pietro Beccari, Executive Vice President Louis Vuitton "As a maker of high-end mechanical watches, we are impressed by the precision of this analysis on the meaning of luxury today and the practical and valuable conclusions for a successful management of luxury products. Most interesting work!" Philippe Merk, CEO Audemars Piguet "This book's development of luxury signals provides a new and creative perspective of luxury. Reading it will amount to a very good investment for managers and be enlightening for consumers of luxury items around the globe. Fun to read!" Prof. Dr. Kris Helsen, Hong Kong University of Science & Technology (HKUST)

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