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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hamburg, Germany :
Anchor Academic Publishing,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Scholz, Lucie, |e author. | |
| 245 | 1 | 0 | |a Brand management and marketing of luxury goods / |c Lucie Scholz. |
| 264 | 1 | |a Hamburg, Germany : |b Anchor Academic Publishing, |c 2014. | |
| 264 | 4 | |c ©2014 | |
| 300 | |a 1 online resource (91 pages) : |b illustrations (some color), tables | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references. | ||
| 588 | 0 | |a Online resource; title from PDF title page (ebrary, viewed April 19, 2014). | |
| 505 | 0 | |a Brand Management and Marketing of Luxury Goods; Table of Contents; Table of Figures; 1 Introduction; 1.1 An Approach to the Concept of Luxury; 2 Luxury Products and Brands; 2.1 Delimitation of Luxury Brands; 2.2 Luxury Brands and the Economic Context; 2.3 The Luxury Brand Customer; 3 Personal and Social Functions of Luxury; 3.1 Personal Functions; 3.2 Social Functions; 4 Specificities of the Luxury Industry; 4.1 Market Characteristics; 4.2 Counterfeiting; 5 Characteristics of Luxury Brand Management; 5.1 Product; 5.2 Price; 5.3 Place (Distribution); 5.4 Promotion | |
| 505 | 8 | |a 5.5 The Interaction of the Four Ps: Managing a Luxury Brand6 Conclusion: The Future of Luxury; Bibliography; About the author | |
| 520 | |a 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. | ||
| 546 | |a English. | ||
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Luxuries |x Marketing. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Product management. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Luxuries |x Marketing |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Scholz, Lucie. |t Brand management and marketing of luxury goods. |d Hamburg, Germany : Anchor Academic Publishing, ©2014 |h 89 pages |z 9783954891931 |
| 856 | 4 | 0 | |u https://ebsco.uam.elogim.com/login.aspx?direct=true&scope=site&db=nlebk&AN=773112 |z Texto completo |
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