دانلود کتاب Luxury Marketing: A Challenge for Theory and Practice

Name: Luxury Marketing: A Challenge for Theory and Practice
Availability: InStock
Author: Prof. Dr. Klaus-Peter Wiedmann
ISBN: 9783834943989, 9783834943996

by Prof. Dr. Klaus-Peter Wiedmann

عنوان فارسی: بازاریابی لوکس: یک چالش برای تئوری و عمل
ناشر: Gabler Verlag
سال: 2013
ویرایش: 1
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 416-386
شابک: 9783834943989, 9783834943996
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 8.00 مگابایت

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جزییات کتاب

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.

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