Brand management and marketing of luxury goods /:
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...
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hamburg, Germany :
Anchor Academic Publishing,
2014.
|
| Subjects: | |
| Online Access: | DE-862 DE-863 |
| 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. |
| Physical Description: | 1 online resource (91 pages) : illustrations (some color), tables |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9783954896936 3954896931 |
Staff View
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| 505 | 0 | |a 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 | |
| 505 | 8 | |a 5.5 The Interaction of the Four Ps: Managing a Luxury Brand6 Conclusion: The Future of Luxury; Bibliography; About the author | |
| 520 | |a 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. | ||
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| 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 5.5 The Interaction of the Four Ps: Managing a Luxury Brand6 Conclusion: The Future of Luxury; Bibliography; About the author |
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| spelling | Scholz, Lucie, author. Brand management and marketing of luxury goods / Lucie Scholz. Hamburg, Germany : Anchor Academic Publishing, 2014. ©2014 1 online resource (91 pages) : illustrations (some color), tables text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references. Online resource; title from PDF title page (ebrary, viewed April 19, 2014). 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 5.5 The Interaction of the Four Ps: Managing a Luxury Brand6 Conclusion: The Future of Luxury; Bibliography; About the author 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. English. Luxuries Marketing. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Stratégie de marque. Produits commerciaux Gestion. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Luxuries Marketing fast Product management fast has work: Brand Management and Marketing of Luxury Goods (Online) (Text) https://id.oclc.org/worldcat/entity/E39PCYwhpwvVtQHqwG7gxVwkV3 https://id.oclc.org/worldcat/ontology/hasWork Print version: Scholz, Lucie. Brand management and marketing of luxury goods. Hamburg, Germany : Anchor Academic Publishing, ©2014 89 pages 9783954891931 |
| spellingShingle | Scholz, Lucie Brand management and marketing of luxury goods / 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 5.5 The Interaction of the Four Ps: Managing a Luxury Brand6 Conclusion: The Future of Luxury; Bibliography; About the author Luxuries Marketing. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Stratégie de marque. Produits commerciaux Gestion. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Luxuries Marketing fast Product management fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2007006470 http://id.loc.gov/authorities/subjects/sh85107203 |
| title | Brand management and marketing of luxury goods / |
| title_auth | Brand management and marketing of luxury goods / |
| title_exact_search | Brand management and marketing of luxury goods / |
| title_full | Brand management and marketing of luxury goods / Lucie Scholz. |
| title_fullStr | Brand management and marketing of luxury goods / Lucie Scholz. |
| title_full_unstemmed | Brand management and marketing of luxury goods / Lucie Scholz. |
| title_short | Brand management and marketing of luxury goods / |
| title_sort | brand management and marketing of luxury goods |
| topic | Luxuries Marketing. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Stratégie de marque. Produits commerciaux Gestion. branding. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Branding (Marketing) fast Luxuries Marketing fast Product management fast |
| topic_facet | Luxuries Marketing. Branding (Marketing) Product management. Stratégie de marque. Produits commerciaux Gestion. branding. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Luxuries Marketing Product management |
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