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Luxury Marketing

Nadine Hennigs

Klaus-Peter Wiedmann

Limba

engleză

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Codul Libristo: 18052257

Editura Gabler, august 2016

The luxury market has transformed from its traditional conspicuous consumption model to a new experi... Descrierea completă

Codul Libristo: 18052257

276 b

548.24 lei

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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.