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
Acceso en línea:Texto completo
Descripción
Sumario: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 a.
Descripción Física:1 online resource (91 pages) : illustrations (some color), tables
Bibliografía:Includes bibliographical references.
ISBN:9783954896936
3954896931

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