Luxury Marketing
A Challenge for Theory and Practice
Luxury MarketingA Challenge for Theory and PracticeThe 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 differ…
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Produktdetails
Weitere Autoren: Hennigs, Nadine (Hrsg.)
- ISBN: 978-3-8349-4399-6
- EAN: 9783834943996
- Produktnummer: 18026994
- Verlag: Gabler
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 416 S.
- Plattform: PDF
- Masse: 10'001 KB
Über den Autor
Klaus-Peter Wiedmann is the Chair of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University of Hannover, Germany. Nadine Hennigs is an Assistant Professor at the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.
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