Luxury Marketing

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 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.ContentsLuxury Consumption- A Global Phenomenon or Dependent on Cultural Differences?- A Theoretical Perspective- The Context of Societal ChangeLuxury Brands- The Customer's Perspective within Specific Cultural ContextsThe Luxury Industry - CounterfeitsThe Management of Luxury BrandsLuxury Marketing in the Wine IndustryTarget GroupsAcademics and researchers in various disciplines; Marketing Managers.EditorsKlaus-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.