Controllare lo stato dell'ordine

Entra a far parte di una comunità di amanti dei libri di tutto il mondo e ottieni numerosi vantaggi. Crea un account gratuito

Punto Poste 5.49 € Punto Poste 5.49 € Corriere DHL 6.99 € Corriere GLS 5.99 € Punto GLS 4.49 € Corriere Bartolini 4.49 € Punto Bartolini 3.49 €

Contatto

Come acquistare

Aiuto

Il mio account

▸ Vuoto :-(

Marketing Luxury Services

Name: Marketing Luxury Services
Brand: Springer Nature B.V.
SKU: 43411919
Price: 50.69 EUR
Availability: InStock
Author: Hemzo Miguel Angelo Hemzo
ISBN: 9783030860745

Concepts, Strategy, and Practice

Hemzo Miguel Angelo Hemzo

Lingua

Inglese

Libro In brossura

Codice Libristo: 43411919

Casa editrice Springer Nature B.V., aprile 2023

This textbook discusses luxury marketing management, considering the broader range of decisions rela... Descrizione completa

Codice Libristo: 43411919

124 b

50.69 €

Magazzino esterno Inviamo tra 10-18 giorni

Fino a 30 giorni per il reso

I clienti hanno acquistato anche

Luxury Online Uche Okonkwo

Rigido

62.99 €

The Luxury Strategy Vincent Bastien

Rigido

37.69 €

Brand Management and Marketing of Luxury Goods Lucie Scholz

In brossura

48.49 €

Oversubscribed Daniel Priestley

In brossura

17.79 €

Luxury Marketing and Brand Strategy Kveta Olsanova

In brossura

57.39 €

This textbook discusses luxury marketing management, considering the broader range of decisions related to the complexities of offering luxury as services. Placing a strong emphasis on strategy as well as positioning and the market, it focuses on the challenges in luxury related to the traditional 4 Ps (Products, Place, Promotion and Price), in addition applying the service-dominant logic to luxury management in relation to the other 4 Ps in marketing decisions (People, Process, Panorama, and Productivity).

The text opens with an exploration the history and evolution of the concept and definition of luxury and the effect upon the practice of luxury marketing today, concluding with an overview of the contemporary luxury market, description of the main players, and relevant industry trends. It then discusses marketing strategies as applied to the luxury market, including market identification, brand communication, product positioning, pricing, flow of goods, foreign market entry, and more.

With contributions from luxury marketing practitioners to offer practical knowledge as well as real world cases studies, this textbook will equip students with a comprehensive understanding of marketing in the luxury industry and the tools necessary to be successful in the management of luxury brands.