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Luxury Marketing

Luxury Marketing

 

108,66 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2016
Materia
Ventas y marketing
ISBN:
9783663205173
108,66 €
IVA incluido
Disponible

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  • Librería Samer Atenea
  • Librería Aciertas (Toledo)
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Sobre IBD

​The 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.

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