Luxury Marketing : A Challenge for Theory and Practice / edited by Klaus\Peter Wiedmann, Nadine Hennigs.

By: Wiedmann, Klaus-Peter [editor]Contributor(s): Springerlink (Online Service)Material type: TextTextLanguage: English Publisher: Wiesbaden : Gabler Verlag : Imprint: Gabler Verlag, 2013Publisher: [Berlin] : [s.e.], 2013Description: XIV, 416 páginas : ilustracionesContent type: texto Media type: computadora Carrier type: recurso en líneaISBN: 9783834943996; 99783834943996Subject(s): Filosofía de la Economía | Productos de marca registrada -- Administración | Marcas propias | Mercadeo | Administración de productosDDC classification: 658.827 Online resources: Click here to access online
Contents:
Luxury Consumption \\ Luxury Brands \\ The Luxury Industry \\ The Management of Luxury Brands \\ Luxury Marketing in the Wine Industry.
Abstract: Luxury Marketing A Challenge for Theory and Practice 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. Contents Luxury Consumption \ A Global Phenomenon or Dependent on Cultural Differences? \ A Theoretical Perspective \ The Context of Societal Change Luxury Brands \ The Customer’s Perspective within Specific Cultural Contexts The Luxury Industry \ Counterfeits The Management of Luxury Brands Luxury Marketing in the Wine Industry Target Groups Academics and researchers in various disciplines; Marketing Managers. Editors 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.
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Libros Libros Biblioteca CESA

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Casa Incolda

PBX: 339 53 00

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General 658.827 / L977l (Browse shelf(Opens below)) Ej. 1 1 Available (Sin restricciones) 7101020002
Libros Libros Biblioteca CESA

Diagonal 34 A No. 5 A - 23 

Casa Incolda

PBX: 339 53 00

serviciosbiblioteca@cesa.edu.co

Piso 1
General 658.827 / L977l (Browse shelf(Opens below)) Ej. 2 2 Available 7101020003
Total holds: 0

Incluye bibliografía (p.414\416)

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

Luxury Marketing A Challenge for Theory and Practice 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. Contents Luxury Consumption \ A Global Phenomenon or Dependent on Cultural Differences? \ A Theoretical Perspective \ The Context of Societal Change Luxury Brands \ The Customer’s Perspective within Specific Cultural Contexts The Luxury Industry \ Counterfeits The Management of Luxury Brands Luxury Marketing in the Wine Industry Target Groups Academics and researchers in various disciplines; Marketing Managers. Editors 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.

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