Luxury Marketing & Management

Luxury Marketing & Management
The book "Luxury: Marketing & Management" is what many call the "gold standard" among books about luxury. It has become a standard textbook on luxury and is used in Universities around the world. It provides a comprehensive scientifically based dissection of what luxury is all about. Therefore it is an ideal book for managers, researchers and consumers of luxury goods.
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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.Â
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.Â
Â "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 MÃ¼ller-Ã–tvÃ¶s, 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)
Country USA
Brand CREATESPACE
Manufacturer CreateSpace Independent Publishing Platform
Binding Paperback
ItemPartNumber colour illustrations
UnitCount 1
EANs 9781492976455
ReleaseDate 0000-00-00

Country	USA
Brand	CREATESPACE
Manufacturer	CreateSpace Independent Publishing Platform
Binding	Paperback
ItemPartNumber	colour illustrations
UnitCount	1
EANs	9781492976455
ReleaseDate	0000-00-00

Luxury Marketing & Management

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