Items related to Brand Management and Marketing of Luxury Goods
The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox.
"synopsis" may belong to another edition of this title.
About the Author:
Lucie M. Scholz was born in Bavaria, Germany, in 1987. She grew up in Brussels, Belgium, and studied Communications Sciences (BA) in Munich and Mexico City and after a stay at the University of California earned her Master's degree in Business Administration with distinction. She has been working for a renowned luxury brand in the cosmetics industry for several years now.
"About this title" may belong to another edition of this title.
- PublisherAnchor Academic Publishing
- Publication date2014
- ISBN 10 395489193X
- ISBN 13 9783954891931
- BindingPaperback
- Number of pages92
Buy New
Learn more about this copy
£ 62.19
Shipping:
£ 3.20
Within U.S.A.
Top Search Results from the AbeBooks Marketplace
Stock Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing
(2014)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
Softcover
Quantity: > 20
Seller:
Rating
Book Description Condition: New. Seller Inventory # ABLIING23Apr0316110173646
Buy New
£ 62.19
Convert currency
Stock Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing
(2014)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
PAP
Quantity: > 20
Seller:
Rating
Book Description PAP. Condition: New. New Book. Shipped from UK. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Seller Inventory # L0-9783954891931
Buy New
£ 67.82
Convert currency
Seller Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing Jan 2014
(2014)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
Taschenbuch
Quantity: 2
Seller:
Rating
Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox. 92 pp. Englisch. Seller Inventory # 9783954891931
Buy New
£ 48.64
Convert currency
Stock Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing
(2014)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
Softcover
Quantity: > 20
Seller:
Rating
Book Description Condition: New. PRINT ON DEMAND Book; New; Fast Shipping from the UK. No. book. Seller Inventory # ria9783954891931_lsuk
Buy New
£ 60.17
Convert currency
Stock Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing 2014-01-24
(2014)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
Paperback
Quantity: 10
Seller:
Rating
Book Description Paperback. Condition: New. Seller Inventory # 6666-IUK-9783954891931
Buy New
£ 56.72
Convert currency
Seller Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing
(2014)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
Taschenbuch
Quantity: 1
Seller:
Rating
Book Description Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox. Seller Inventory # 9783954891931
Buy New
£ 48.64
Convert currency
Stock Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing
(2014)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
PAP
Quantity: > 20
Seller:
Rating
Book Description PAP. Condition: New. New Book. Delivered from our UK warehouse in 4 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Seller Inventory # L0-9783954891931
Buy New
£ 61.86
Convert currency
Seller Image
Brand Management and Marketing of Luxury Goods
Published by
Anchor Academic Publishing
(2017)
ISBN 10: 395489193X
ISBN 13: 9783954891931
New
Softcover
Quantity: > 20
Seller:
Rating
Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand . Seller Inventory # 5727185
Buy New
£ 48.64
Convert currency