Titlebook: Advances in Luxury Brand Management; Jean-No?l Kapferer,Joachim Kernstock,Shaun M. Powe Book 2017 The Editor(s) (if applicable) and The Au

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https://doi.org/10.1007/978-94-010-9180-0ic rules. The aim of this chapter is to unveil the specificity of management of luxury brands. Going back to fundamentals, one needs to distinguish it strongly from both fashion and premium or ‘trading up’. From this starting point, it sets out some of the counter-intuitive rules for successfully marketing luxury goods and services.

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nagement challenges and solutions, based on the results of r..Presenting some of the most significant researchon the modern understanding of luxury, this edited collection of articles from the?.Journal ofBrand Management.?explores the complex relationships consumers tie withluxury, and the unique ch

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https://doi.org/10.1007/978-3-319-92300-0and luxury is then described. The chapter concludes with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policy-maker and consumer

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Book 2017tation of luxury consumersworldwide, the specificity of luxury management, the role of sustainabilityfor luxury brands and major insights from a customer point of view, .Advances inLuxury Brand Management.?isessential reading for upper levelstudents as well as scholars and discerning practitioners..

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Ioan I. Codorean,Ion Bogdan Codorean the luxury concept, from worshipped ateliers to a true industry. The sector itself has changed; since 1995, it has based its impressive and steady growth and profitability on mass sales, thereby abandoning rarity as a source of value, as the current chapter details.

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Patient Requests in Primary Care Clinicses the fundamental difference between communication and connection, and identifies a means of assuring the greatest long-term success for luxury marketers by connecting with the luxury consumer using brand-related experiences

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Clinical Syndromes: , and Candidosistheless remain significant in the management of luxury brands and the management of, say, a quality brand. At a time when many luxury brands are losing their independence to large industrial conglomerates, that have long practised mass marketing, it is essential to recall the essential distinctiveness of luxury brand management.

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Book 2017Management.?explores the complex relationships consumers tie withluxury, and the unique characteristicsof luxury brand management. Covering the segmentation of luxury consumersworldwide, the specificity of luxury management, the role of sustainabilityfor luxury brands and major insights from a custo

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