Marketing luxury services: concepts, strategy, and practice

By:

Hemzo, Miguel Angelo

Material type: Text

TextPublication details: Cham Springer 2023Description: xxi, 212 pISBN:

9783030860721

Subject(s):

DDC classification:

658.8 HEM

Summary: 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 marketing in the luxury industry and the tools necessary to be successful in the management of luxury brands. (https://link.springer.com/book/10.1007/978-3-030-86073-8)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 HEM (Browse shelf(Opens below))	1	Available		009032

Table of contents:
Front Matter
Pages i-xxi
Download chapter PDF
History and Concept of Luxury
Miguel Angelo Hemzo
Pages 1-19
The Luxury Market
Miguel Angelo Hemzo
Pages 21-43
Luxury Market and the Service-Dominant Logic Paradigm
Miguel Angelo Hemzo
Pages 45-51
How to Position a Luxury Product
Miguel Angelo Hemzo
Pages 53-60
Luxury Consumer Behavior
Miguel Angelo Hemzo
Pages 61-73
Defining the Persona: Segmentation and Targeting
Miguel Angelo Hemzo
Pages 75-94
Developing Strong Luxury Brands for Products and Services
Miguel Angelo Hemzo
Pages 95-105
Creating Competitive Products
Miguel Angelo Hemzo
Pages 107-119
Place Strategies for Luxury Brands
Miguel Angelo Hemzo
Pages 121-135
Managing Pricing and Value of Luxury Brands
Miguel Angelo Hemzo
Pages 137-148
Communication Strategies and Tools for Luxury Brands
Miguel Angelo Hemzo
Pages 149-160
Managing People for the Luxury Market
Miguel Angelo Hemzo
Pages 161-170
Process Management and Operations for Luxury Brands
Miguel Angelo Hemzo
Pages 171-177
Managing the Luxury Panorama for Great Experiences
Miguel Angelo Hemzo
Pages 179-187
Strategical Satisfaction Management
Miguel Angelo Hemzo
Pages 189-202
Culture and Leadership
Miguel Angelo Hemzo
Pages 203-205

[https://link.springer.com/book/10.1007/978-3-030-86073-8]

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 marketing in the luxury industry and the tools necessary to be successful in the management of luxury brands.

(https://link.springer.com/book/10.1007/978-3-030-86073-8)

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