Advances in Luxury Brand Management
-15%
portes grátis
Advances in Luxury Brand Management
Powell, Shaun M.; Kapferer, Jean-Noel; Brexendorf, Tim Oliver; Kernstock, Joachim
Springer International Publishing AG
05/2018
256
Mole
Inglês
9783319845746
15 a 20 dias
3501
Descrição não disponível.
Chapter 1. Introduction: Luxury Brand Management Insights and Opportunities; Joachim Kernstock, Tim Oliver Brexendorf and Shaun M. Powell.- Chapter 2. The End of Luxury as We Knew It?; Jean-Noel Kapferer.- Chapter 3. Luxury Brand Marketing - The Experience is Everything; Glyn Atwal and Alistair Williams.- Chapter 4. The Luxury Brand Strategy Challenge; Uche Okonkwo.- Chapter 5. The Specificity of Luxury Management - Turning Marketing Upside Down; Jean-Noel Kapferer and Vincent Bastien.- Chapter 6. Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What are the consumers' underlying motives and value-based drivers; Klaus-Peter Wiedmann, Nadine Hennigs and Christiane Klarmann.- Chapter 7. Is Luxury Compatible with Sustainability? Luxury Consumers' Viewpoint; Jean-Noel Kapferer and Anne Michaut-Denizeau.- Chapter 8. Probing Brand Luxury: A Multiple Lens Approach; Karen Miller and Michael Mills.- Chapter 9. Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding; Kevin Lane Keller.- Chapter 10. Measuring Perceptions of Brand Luxury; Franck Vigneron and Lester Johnson.- Chapter 11. Managing Luxury Brands; Jean-Noel Kapferer.
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marketing;strategy;consumer;customer;goods
Chapter 1. Introduction: Luxury Brand Management Insights and Opportunities; Joachim Kernstock, Tim Oliver Brexendorf and Shaun M. Powell.- Chapter 2. The End of Luxury as We Knew It?; Jean-Noel Kapferer.- Chapter 3. Luxury Brand Marketing - The Experience is Everything; Glyn Atwal and Alistair Williams.- Chapter 4. The Luxury Brand Strategy Challenge; Uche Okonkwo.- Chapter 5. The Specificity of Luxury Management - Turning Marketing Upside Down; Jean-Noel Kapferer and Vincent Bastien.- Chapter 6. Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What are the consumers' underlying motives and value-based drivers; Klaus-Peter Wiedmann, Nadine Hennigs and Christiane Klarmann.- Chapter 7. Is Luxury Compatible with Sustainability? Luxury Consumers' Viewpoint; Jean-Noel Kapferer and Anne Michaut-Denizeau.- Chapter 8. Probing Brand Luxury: A Multiple Lens Approach; Karen Miller and Michael Mills.- Chapter 9. Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding; Kevin Lane Keller.- Chapter 10. Measuring Perceptions of Brand Luxury; Franck Vigneron and Lester Johnson.- Chapter 11. Managing Luxury Brands; Jean-Noel Kapferer.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
