Brand management and marketing of luxury goods /

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Scholz, Lucie (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hamburg, Germany : Anchor Academic Publishing, 2014.
Temas:
Luxuries > Marketing.
Branding (Marketing)
Product management.
Stratégie de marque.
Produits commerciaux > Gestion.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Luxuries > Marketing
Product management
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