Brand management and marketing of luxury goods

From the historical development of luxury to our present-day perception

Business & Finance, Marketing & Sales
Cover of the book Brand management and marketing of luxury goods by Lucie Scholz, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Lucie Scholz ISBN: 9783656120728
Publisher: GRIN Verlag Publication: February 6, 2012
Imprint: GRIN Verlag Language: English
Author: Lucie Scholz
ISBN: 9783656120728
Publisher: GRIN Verlag
Publication: February 6, 2012
Imprint: GRIN Verlag
Language: English

Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Neu-Ulm , language: English, abstract: Luxury as is the case with most abstract notions has a somewhat floating and mercurial character. It has undergone considerable changes during the last centuries (Kapferer 2008; Lasslop 2005; Valtin 2008) and there are good reasons for supposing that the concept will be subject to changes in the future as well. Luxury finds its expression in tangible products or services and there is a huge industry which caters to the needs of those who can afford the ultimate in price and quality. We will try and analyse the ways and means with which luxury goods succeed in finding or defending their position in this highly competitive market (Strauss 2011: online). In order to better understand the concept of luxury in our time it is useful to highlight some historical and economic factors which have contributed to the shaping of our present-day perception without attempting an in-depth historical or sociological analysis.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Neu-Ulm , language: English, abstract: Luxury as is the case with most abstract notions has a somewhat floating and mercurial character. It has undergone considerable changes during the last centuries (Kapferer 2008; Lasslop 2005; Valtin 2008) and there are good reasons for supposing that the concept will be subject to changes in the future as well. Luxury finds its expression in tangible products or services and there is a huge industry which caters to the needs of those who can afford the ultimate in price and quality. We will try and analyse the ways and means with which luxury goods succeed in finding or defending their position in this highly competitive market (Strauss 2011: online). In order to better understand the concept of luxury in our time it is useful to highlight some historical and economic factors which have contributed to the shaping of our present-day perception without attempting an in-depth historical or sociological analysis.

More books from GRIN Verlag

Cover of the book Factors and Effects of Communication in Distributed Software Development by Lucie Scholz
Cover of the book Mediale Wahrnehmung bei Walter Benjamin by Lucie Scholz
Cover of the book Filme im Religionsunterricht - 'Der einzige Zeuge' by Lucie Scholz
Cover of the book Psychische Störungen by Lucie Scholz
Cover of the book War Rumpelstilzchen nur böse? Gut und Böse im Märchen (Klasse 4, Förderschule) by Lucie Scholz
Cover of the book Voraussetzungen und Grenzen der Entlassung des Insolvenzverwalters by Lucie Scholz
Cover of the book Consuming and Consumed People. Violence in American Psycho by Lucie Scholz
Cover of the book Qualitätssicherung von Mineralwasser. Methodenvalidierung einer Ionenbestimmung mittels HPLC und einer photometrischen Nitritbestimmung by Lucie Scholz
Cover of the book Kulturelle Leuchttürme und ihre Bedeutung by Lucie Scholz
Cover of the book Ruth und Noomi - Paare in der Bibel by Lucie Scholz
Cover of the book Vergleich verschiedener Ernährungsformen der Menschen by Lucie Scholz
Cover of the book Die Produkte des Online-Marketing. Vor- und Nachteile des Suchmaschinen-Marketing by Lucie Scholz
Cover of the book Von Menschen und anderen (Rechts-) Subjekten by Lucie Scholz
Cover of the book Zwangsmigration durch Frauenhandel. Gekauftes Unglück im Wandel der Zeiten by Lucie Scholz
Cover of the book Die Kompetenzverteilung in GmbH und EPG by Lucie Scholz
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy