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Gabler Verlag Luxury Marketing: A Challenge for Theory and Practice

Name: Luxury Marketing: A Challenge for Theory and Practice
Brand: Gabler Verlag
Price: 61.26 GBP
Availability: InStock

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Description

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.

Product Specifications

Brand: Gabler Verlag
Format: paperback
ASIN: 3663205177
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 23 August 2016
Listed Since: 11 June 2016

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Gabler Verlag Luxury Marketing: A Challenge for Theory and Practice

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