Table of contents
Luxury Marketing as a Challenge for Marketing Theory and Practice
Luxury and Luxury Consumption: A Global Phenomenon or Dependent on Cultural Differences?
Luxury and Luxury Consumption from a Theoretical Perspective
Different Approaches to Understanding Luxury and Luxury Brands from the Customer’s Perspective within Specific Cultural Contexts
Luxury and Luxury Consumption in the Context of Societal Change
Counterfeits Challenging the Luxury Industry, Consumers and Society
The Management of Luxury and Luxury Brands
Luxury and Luxury Marketing in the Wine Industry
About this book
A Challenge for Theory and Practice
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.
- A Global Phenomenon or Dependent on Cultural Differences?
- A Theoretical Perspective
- The Context of Societal Change
- The Customer’s Perspective within Specific Cultural Contexts
The Luxury Industry
The Management of Luxury Brands
Luxury Marketing in the Wine Industry
Academics and researchers in various disciplines; Marketing Managers.
Klaus-Peter Wiedmann is the Chair of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.
Nadine Hennigs is an Assistant Professor at the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.