Luxury essentials
Luxury essentials
- University of Mainz. Center for Research on Luxury, 2015
- 180 p. ; 23 cm
essential insights and strategies to manage luxury products
This book provides truly new insights into the seemingly elusive concept of luxury and it does so using a compact and convenient format. More precisely, it condenses the authors' groundbreaking book on Luxury: Marketing & Management - which has become a standard textbook on luxury and is used in Universities around the world - into easy to digest pieces of knowledge, yet maintains the essence of the full-fledged original. Thus, the Essentials provide the best format for people on the go yet provide a comprehensive entry into this fascinating world of luxury with its most unique products, ideas and challenges for consumers, managers and also scientists.
Daniel A. Langer & Oliver P. Heil on why they wrote this book: 'Whether we teach luxury to students or have discussions with luxury professionals or talk to luxury consumers, one common theme emerges again and again: While luxury seems to be easy to grasp at first, it quickly evolves into a most complicated endeavor. That is, its management poses most unique challenges, e.g. as price is often seemingly irrelevant. While intuitively there should be a lot of publications on luxury that really matter, there are only a few that try to meet the luxury challenge.'
9780692361269
INDUSTRIAL & SERVICES SECTOR
Luxury --Social aspects
Consumers
Luxury goods industry--Management
Managing in the future
Marketing
Management
Quality
Aesthetics
drivers
Luxury goods industry
Branding (Marketing)
Heritage
Consumers--Attitudes
Branding (Marketing)
Social values
Bibliography MSc - Fashion & Luxury Marketing Management: Reference Handbooks
essential insights and strategies to manage luxury products
This book provides truly new insights into the seemingly elusive concept of luxury and it does so using a compact and convenient format. More precisely, it condenses the authors' groundbreaking book on Luxury: Marketing & Management - which has become a standard textbook on luxury and is used in Universities around the world - into easy to digest pieces of knowledge, yet maintains the essence of the full-fledged original. Thus, the Essentials provide the best format for people on the go yet provide a comprehensive entry into this fascinating world of luxury with its most unique products, ideas and challenges for consumers, managers and also scientists.
Daniel A. Langer & Oliver P. Heil on why they wrote this book: 'Whether we teach luxury to students or have discussions with luxury professionals or talk to luxury consumers, one common theme emerges again and again: While luxury seems to be easy to grasp at first, it quickly evolves into a most complicated endeavor. That is, its management poses most unique challenges, e.g. as price is often seemingly irrelevant. While intuitively there should be a lot of publications on luxury that really matter, there are only a few that try to meet the luxury challenge.'
9780692361269
INDUSTRIAL & SERVICES SECTOR
Luxury --Social aspects
Consumers
Luxury goods industry--Management
Managing in the future
Marketing
Management
Quality
Aesthetics
drivers
Luxury goods industry
Branding (Marketing)
Heritage
Consumers--Attitudes
Branding (Marketing)
Social values
Bibliography MSc - Fashion & Luxury Marketing Management: Reference Handbooks
