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Books > Business & Economics > Business & management > Sales & marketing
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Luxury Marketing & Management (Paperback)
Loot Price: R1,343
Discovery Miles 13 430
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Luxury Marketing & Management (Paperback)
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This book provides fundamentally new insights into the seemingly
elusive concept of luxury using examples from real life and precise
cases. The outstanding feature is the development of the first
numerical luxury index allowing managers to compare various
categories and signaling product opportunities. The concept of
luxury signals leads to a large variety of additional marketing
opportunities. Also, a new, precise and operational definition of
luxury is developed. Providing empirical insights for Europe,
America and Asia this book opens challenging perspectives to all
those concerned with luxury. "The book Luxury: Marketing &
Management will be of considerable interest to both managers and
academics seeking to understand and manage luxury goods in the 21st
Century." Prof. Dr. David B. Montgomery, Stanford University &
former Dean, Singapore Management University "This new and
interesting research provides insight into the unique world of
luxury and I have no doubt will prove a fascinating read for
consumers and managers. Rolls-Royce Motor Cars has been at the
pinnacle of automotive luxury for over 100 years and it is
enlightening to see scientific research on the industry." Torsten
Muller-Otvos, CEO Rolls-Royce Motor Cars Ltd "This book provides a
large coverage of research on luxury, combined with new practical
approaches, such how to analyze the luxury potential of a category
on the basis of the price differentials. Very enlightening reading
for managers and consumers alike." Prof. Dr. Gilles Laurent, HEC
Paris "Many asked me in the course of the year what is the essence
of luxury, and there is in my opinion a one world answer to this:
luxury is pure emotion. In their book the authors provide an
elaborated overview on luxury both from a researcher's and a
manager's perspective. It's a must-read for those interested in
luxury." Pietro Beccari, Executive Vice President Louis Vuitton "As
a maker of high-end mechanical watches, we are impressed by the
precision of this analysis on the meaning of luxury today and the
practical and valuable conclusions for a successful management of
luxury products. Most interesting work " Philippe Merk, CEO
Audemars Piguet "This book's development of luxury signals provides
a new and creative perspective of luxury. Reading it will amount to
a very good investment for managers and be enlightening for
consumers of luxury items around the globe. Fun to read " Prof. Dr.
Kris Helsen, Hong Kong University of Science & Technology
(HKUST)
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