| 書目名稱 | Marketing Luxury Services | | 副標題 | Concepts, Strategy, | | 編輯 | Miguel Angelo Hemzo | | 視頻video | http://file.papertrans.cn/625/624361/624361.mp4 | | 概述 | First textbook to integrate the service marketing aspect into luxury management.Presents real world cases about brands in the luxury market related to the concepts discussed in the chapters.Offers fir | | 圖書封面 |  | | 描述 | 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 mark | | 出版日期 | Textbook 2023 | | 關鍵詞 | luxury marketing; new product development; service-dominant logic; consumer behavior; marketing channels | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-030-86073-8 | | isbn_softcover | 978-3-030-86072-1 | | isbn_ebook | 978-3-030-86073-8 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
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