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
Tabla de Contenidos:
  • 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
  • 5.5 The Interaction of the Four Ps: Managing a Luxury Brand6 Conclusion: The Future of Luxury; Bibliography; About the author

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