Luxury Marketing: A Challenge for Theory and Practice

Wiedmann, Klaus-Peter, Hennigs, Nadine

Luxury Marketing: A Challenge for Theory and Practice
  • 出版商: Springer
  • 出版日期: 2012-11-07
  • 售價: $4,800
  • 貴賓價: 9.5 折 $4,560
  • 語言: 英文
  • 頁數: 416
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3834943983
  • ISBN-13: 9783834943989
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior.
This handbook aims to provide a 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.

作者簡介

Klaus-Peter Wiedmann is the Chair of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.
Nadine Hennigs is an Assistant Professor at the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.

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