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Luxury: Marketing & Management

Tools and Strategies to Manage Luxury Products in a Profitable and Sustainable Fashion

2010. Buch. 228 S. Hardcover
Peter Lang ISBN 978-3-631-59992-1
Format (B x L): 14,8 x 21 cm
In englischer Sprache
Das Werk ist Teil der Reihe:
This book provides fundamentally new insights into the seemingly elusive concept of luxury using examples from real life and precise cases. The outstanding feature is the development of the first numerical luxury index allowing managers to compare various categories and signaling product opportunities. The concept of luxury signals leads to a large variety of additional marketing opportunities. Also, a new, precise and operational definition of luxury is developed. Providing empirical insights for Europe, America and Asia this book opens challenging perspectives to all those concerned with luxury.
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