Marketing Luxury Services

Name: Marketing Luxury Services
Brand: Springer Nature Switzerland AG
SKU: 9783030860721
Price: 64.4 EUR
Availability: InStock

Concepts, Strategy, and Practice

Автор: Miguel Angelo Hemzo

Език:

Корици: С меки корици

Издател: Springer Nature Switzerland AG

Наличност: Външен склад

Изпращаме след 10-18 дни

64.40 € 125.96 лв

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

Информация за книгата

Автор

Miguel Angelo Hemzo

Език

Английски език

Корици

Книга - С меки корици

Издадена

2023

страници

236

EAN

9783030860721

ISBN

3030860728

Enbook ID

37009643

Издател

Springer Nature Switzerland AG

Теглоt

368

Размери

155 x 235

Пълно описание

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.

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Marketing Luxury Services

Concepts, Strategy, and Practice

Информация за книгата

Пълно описание

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Клиенти, които купиха тази книга, купиха също