Advances in Luxury Brand Management, Jean-No?l Kapferer; Joachim Kernstock; Tim Oliver

Автор: Steenkamp, Jan-benedict
Название: Global brand strategy
ISBN: 1349956996 ISBN-13(EAN): 9781349956999
Издательство: Springer
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Цена: 6097.00 р.
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Описание: Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Автор: Francis Srun
Название: Luxury Selling
ISBN: 3319833111 ISBN-13(EAN): 9783319833118
Издательство: Springer
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Цена: 4634.00 р.
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Описание:

Preface

Part I Luxury Advisors

- "Be" Luxury

- Looking luxury

- Speaking Luxury

- Moving Luxury

- Building Luxury interactions

Автор: Linda Lisa Maria Turunen
Название: Interpretations of Luxury
ISBN: 3319869485 ISBN-13(EAN): 9783319869483
Издательство: Springer
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Цена: 10366.00 р.
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Описание: Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term ‘luxury’ in today’s world. Taking the approach that the concept of luxury evolves from the consumer, the author introduces a conceptual model which explains how the consumer interprets the luxuriousness of a brand. This innovative study analyses the key elements that influence luxury branding, such as extended product, perceived uniqueness, authenticity and context specificity. By critically reflecting on the existing definitions of luxury and its challenges, this book makes a unique contribution to research and an essential read for marketing students and scholars.

Автор: Pierre-Yves Donz?; Rika Fujioka
Название: Global Luxury
ISBN: 9811353484 ISBN-13(EAN): 9789811353482
Издательство: Springer
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Цена: 13415.00 р.
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Описание: This book explores the luxury industry and how it has undoubtedly been one of the fastest-growing sectors since the 1970s, and one in which Europe has managed to strengthen its competitiveness in the world market. While many aspects of globalization remain abstract and intangible, the luxury industry has created markets where previously there were none, by educating Japanese about the history of French handbags, Chinese about the finest wines, and  setting global standards for an elite, inspirational lifestyle. In this edited volume, a wide range of scholars comes together to analyze the history of the business and the innovations in management and marketing that have emerged from it. Invaluable for scholars, industry figures, and dilettantes alike, it will define the field of study for years to come.  

Автор: Daniella Ryding; Claudia E. Henninger; Marta Blazq
Название: Vintage Luxury Fashion
ISBN: 303010141X ISBN-13(EAN): 9783030101411
Издательство: Springer
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Цена: 19514.00 р.
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Описание: Providing a critical insight into the growth of the secondhand luxury and vintage fashion industry, this book offers a compendium of business developments from across the globe, including examples from Europe, the Middle East and Asia. The ‘pre-loved or pre-owned’ clothing trade has grown as an economic entity, providing a living for over 100,000 people and creating a desirable and essential clothing source in under-developed economies. By debating and deliberating contemporary cases, the authors illustrate how companies can optimise key managerial activities surrounding product branding, location marketing and supply chain buying. This timely collection is an important read for anyone involved in fashion, but particularly those interested in the retail and marketing perspective of the industry, as it explores an emerging and significant retail format.

Автор: Jean-No?l Kapferer; Joachim Kernstock; Tim Oliver
Название: Advances in Luxury Brand Management
ISBN: 3319511262 ISBN-13(EAN): 9783319511269
Издательство: Springer
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Цена: 15855.00 р.
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Описание: Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management.

Автор: John M. T. Balmer; Weifeng Chen
Название: Advances in Chinese Brand Management
ISBN: 1352000105 ISBN-13(EAN): 9781352000108
Издательство: Springer
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Цена: 17074.00 р.
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Описание: This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.

Автор: Mart?nez-L?pez
Название: Advances in National Brand and Private Label Marketing
ISBN: 3319920839 ISBN-13(EAN): 9783319920832
Издательство: Springer
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Цена: 12196.00 р.
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Описание: This book presents the latest research on national brand and private label marketing - in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona.

Автор: Ivana Bu?ljeta Banks; Patrick De Pelsmacker; Shint
Название: Advances in Advertising Research (Vol. V)
ISBN: 3658140909 ISBN-13(EAN): 9783658140908
Издательство: Springer
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Цена: 7978.00 р.
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Описание: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013.

Автор: Wided Batat
Название: The new luxury experience :
ISBN: 3030016706 ISBN-13(EAN): 9783030016708
Издательство: Springer
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Цена: 9756.00 р.
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Описание: This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined.

How do consumers define luxury? Is there one luxury or several "luxuries"? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences - not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun.

Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience. Praise for The New Luxury Experience"This book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases." -- Ravi Dhar, Director, Yale Center for Customer Insights, Yale University"Wided Batat's book offers a fresh, insightful and comprehensive analysis of the concept of the consumer's experience with luxury whatever that may be.

The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services. I also commend the consideration given to the younger generations' approach to luxury and to corporate social responsibility aspects. Luxury marketers should find this book very useful indeed."-- Francesca Dall'Olmo Riley, Professor of Brand Management, Kingston Business School, UK

Автор: Kluge, Philipp Nikolaus
Название: Marketing luxury goods online
ISBN: 3631678657 ISBN-13(EAN): 9783631678657
Издательство: Peter Lang
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Цена: 12829.00 р.
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Описание:

The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today’s digital world, this trade-off has become even more challenging. A luxury brand’s fragile concept of exclusiveness is seemingly incompatible with the ubiquitous availability provided by the mass medium Internet. The author addresses this trade-off both conceptually and empirically. First, the author conceptually examines the specific marketing-mix for luxury goods in terms of product, price, communications, and distribution management. Second, this marketing-mix is applied to the online environment. Third, the author empirically tests the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.

Автор: Linda Lisa Maria Turunen
Название: Interpretations of Luxury
ISBN: 331960869X ISBN-13(EAN): 9783319608693
Издательство: Springer
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Цена: 14635.00 р.
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Описание: Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term ‘luxury’ in today’s world. Taking the approach that the concept of luxury evolves from the consumer, the author introduces a conceptual model which explains how the consumer interprets the luxuriousness of a brand. This innovative study analyses the key elements that influence luxury branding, such as extended product, perceived uniqueness, authenticity and context specificity. By critically reflecting on the existing definitions of luxury and its challenges, this book makes a unique contribution to research and an essential read for marketing students and scholars.