| Description |
1 online resource (91 pages) : illustrations (some color), tables |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references. |
| Contents |
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 |
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5.5 The Interaction of the Four Ps: Managing a Luxury Brand6 Conclusion: The Future of Luxury; Bibliography; About the author |
| Summary |
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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Luxuries -- Marketing.
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Luxuries -- Marketing. |
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Luxuries. |
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Branding (Marketing)
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Branding (Marketing) |
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Product management.
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Product management. |
| Genre/Form |
Electronic books.
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Electronic books.
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| Other Form: |
Print version: Scholz, Lucie. Brand management and marketing of luxury goods. Hamburg, Germany : Anchor Academic Publishing, ©2014 89 pages 9783954891931 |
| ISBN |
9783954896936 (electronic book) |
|
3954896931 (electronic book) |
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9783954891931 |
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