Luxury marketing & management: Tools and Strategies to manage luxury products in a profitable and sustainable fashion
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mainz
Center for Research on luxury
2013
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 267 S. Ill., graph. Darst. |
| ISBN: | 9781492976455 |
Staff View
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
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| 003 | DE-604 | ||
| 005 | 20140115 | ||
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| 008 | 131127s2013 ad|| |||| 00||| eng d | ||
| 020 | |a 9781492976455 |9 978-1492976455 | ||
| 035 | |a (OCoLC)864634758 | ||
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| 245 | 1 | 0 | |a Luxury marketing & management |b Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| 264 | 1 | |a Mainz |b Center for Research on luxury |c 2013 | |
| 300 | |a 267 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
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Record in the Search Index
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|---|---|
| adam_text | Table
of
Contents
(With Subheadings)
Table of Contents
.................................................................................7
Table of Contents (With Subheadings)
................................................10
Table of Contents (Figures)
.................................................................14
Table of Contents (Tables)
...................................................................17
Table of Contents (Images)
..................................................................20
Preface
.................................................................................................23
Chapter
1:
Introduction -The Nature of Luxury
...................................25
What is Luxury?
...............................................................................26
Understanding Luxury
......................................................................28
Why Unique Experiences are Important for Luxury
.........................36
Why Possessions Matter
.................................................................39
Luxury: Much More Than Just Expensive
........................................40
Chapter
2:
Luxury Categories and Luxury Index
..................................41
Category Potential Analysis for Luxury
............................................41
Parameters of the Category Assessment
........................................42
Assessment of Fifty Categories
.......................................................44
Results and Implications
..................................................................45
Takeaway from the Luxury Category Assessment
..........................56
Chapter
3:
The Luxury Formula
...........................................................59
Added Luxury Value
.........................................................................60
Individual Perception of Luxury
........................................................66
The Fundamental Frame: Luxury Signaling
.....................................67
Chapter
4:
A Framework of Luxury
......................................................76
ALV
and Luxury Signaling
................................................................76
Intrinsic and Extrinsic Functions
......................................................78
Conclusion on Intrinsic and Extrinsic Functions
...............................85
Group Marker: Luxury as Identification Code of Groups
..................86
Luxury Categories and Category Position
.......................................87
Chapter
5:
What is Luxury, Really?
......................................................91
Core Definition
.................................................................................91
Extended Definition
..........................................................................92
Satisfaction of Needs: The Inverse Pyramid Model
.........................94
Additional Considerations
................................................................98
Assessment of the Definition
...........................................................99
Chapter
6:
Luxury Drivers
....................................................................105
Chapter
7:
Quality and Aesthetics
........................................................108
Uniqueness and
Individualizaron
....................................................108
Rare Materials and Items in Combination with Special
Refinement
.......................................................................................111
Luxury Aesthetics Creating a Unique Value
....................................115
Luxuries as Pieces of Art
...............................................................119
Product Performance versus Experience
........................................122
Quality Perception
............................................................................126
Summary: Luxury Driver- Quality, Heritage and Aesthetics
...........128
Chapter
8:
The Purchase Situation
......................................................129
Stimulation of Desire
........................................................................129
Limiting Distribution
..........................................................................132
Setting Waiting Times
......................................................................136
Limiting the Number of Items
...........................................................137
Strict Acquisition Rules
....................................................................139
Invisibility of the Purchase Place
...................................................141
Sucking up Purchase
.....................................................................143
Luxury Portfolio at the Event of the Purchase
..................................144
Acquisition Mode
..............................................................................148
Summary: Luxury Driver- Purchase Situation
................................149
Chapters: The Consumption Situation
................................................151
Experiences and Symbolic Relationships
........................................153
Premium of Consumption
................................................................154
Special Moments and Not-Done-Yet Experiences
...........................156
Consumption Strategies
...................................................................158
Shelter and Protection
.....................................................................161
Luxury as Social Climbing: The Circle of Desire
..............................162
Summary: Luxury Driver
-
Consumption
.........................................163
Chapter
10:
The Cultural and Social Frame
.........................................165
Social Relations
...............................................................................166
Image Shaping and Code Mimicing
.................................................168
Negative Social Effects:
Limiter
or Booster?
....................................170
Values, Norms and Luxury
...............................................................173
Summary: Luxury Driver
-
Cultural and Social Frame
.....................177
Chapter
11:
Consumer Segmentation
..................................................179
10
Segmentation
by Luxury Clusters
....................................................180
Segmentation by Luxury Distance
...................................................183
Segmentation by Intrinsic or Extrinsic Consumption
........................184
Segmentation by Being Beginner or Expert
.....................................186
Summary: Luxury Driver
-
Segmentation
........................................187
Chapter
12:
Brand and Product Awareness
.........................................188
Brand Equity
....................................................................................189
Brand and Product Awareness Among Peers
.................................190
Constantly Fueling the Legend
........................................................192
Creating Superiority
.........................................................................194
Summary: Luxury Driver
-
Awareness
............................................196
Chapter
13:
Analysis of Luxury Drivers
................................................197
Chapter
14:
Luxury Pricing and Income Elasticity
................................199
Chapter
15:
Model of Luxury
................................................................206
Luxury Drivers and Framework
........................................................206
Indicators of Luxury-Antecedents
....................................................207
Indicators for Added Luxury Value
...................................................210
Overview of Indicators
.....................................................................210
Reducing Interdependencies
...........................................................213
From a Framework to a Model of Luxury
.........................................214
Assessment of Framework and Model
.............................................217
Attitude Based Luxury Definition
......................................................219
Chapter
16:
Perceptions and Geographical Differences
......................221
Perceptions
......................................................................................221
Geographical Differences?
..............................................................223
Note on Generalization of Results
...................................................224
Chapter
17:
Branding Strategies for the Luxury Manager
....................225
Key Strategies for the Profitable Management of Luxury
................225
Link-to-Consumer: Maximize Individualization
.................................228
Leverage Pricing: Exploit Up-Pricing Potential
................................232
Legend-Building: Create the Most Unique Image
............................236
Luster-Creation: Sell a Piece of Art
..................................................239
Link-to-Values: Be Consistent with Social Values and the Brand
DNA..................................................................................................242
Social Values
...................................................................................243
Brand
DNA.......................................................................................244
Consistency of Portfolio Management with Values and Brand
DNA:
Assessment of Fifteen Luxury Brands
....................................245
Leverage Experiences: Manage Surprise
........................................252
Chapter
18:
Concluding Remarks, Pitfalls, and Future Research
........255
11
References
...........................................................................................259
12
|
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| author | Langer, Daniel André 1971- Heil, Oliver P. |
| author_GND | (DE-588)137298544 (DE-588)132964821 |
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| author_sort | Langer, Daniel André 1971- |
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| bvnumber | BV041447744 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)864634758 (DE-599)BVBBV041447744 |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV041447744 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:56:55Z |
| institution | BVB |
| isbn | 9781492976455 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-026894380 |
| oclc_num | 864634758 |
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| owner_facet | DE-M347 DE-473 DE-BY-UBG |
| physical | 267 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Center for Research on luxury |
| record_format | marc |
| spelling | Langer, Daniel André 1971- Verfasser (DE-588)137298544 aut Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion Mainz Center for Research on luxury 2013 267 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Luxusgut (DE-588)4192138-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Luxusgut (DE-588)4192138-0 s Marketing (DE-588)4037589-4 s DE-604 Heil, Oliver P. Verfasser (DE-588)132964821 aut Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026894380&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Langer, Daniel André 1971- Heil, Oliver P. Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion Luxusgut (DE-588)4192138-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4192138-0 (DE-588)4037589-4 |
| title | Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| title_auth | Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| title_exact_search | Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| title_full | Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| title_fullStr | Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| title_full_unstemmed | Luxury marketing & management Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| title_short | Luxury marketing & management |
| title_sort | luxury marketing management tools and strategies to manage luxury products in a profitable and sustainable fashion |
| title_sub | Tools and Strategies to manage luxury products in a profitable and sustainable fashion |
| topic | Luxusgut (DE-588)4192138-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Luxusgut Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026894380&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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