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 inhow consumers define luxury. In a global context, it is crucial to understandwhy consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior.This handbook aims to providea 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. INDICE: Luxury Consumption.-Luxury Brands.-The Luxury Industry.-The Management of Luxury Brands.-Luxury Marketing in the Wine Industry.

• ISBN: 978-3-8349-4398-9
• Editorial: Spinger Gabler
• Encuadernacion: Cartoné
• Páginas: 500
• Fecha Publicación: 25/08/2012
• Nº Volúmenes: 1
• Idioma: Inglés