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 Shareholder-Value-Steigerung durch Mergers & Acquisitions by Lucie Scholz
Cover of the book Die Bedeutung von virtuelle Unternehmen für KMU by Lucie Scholz
Cover of the book Dada's Manifestos and Peter Bürger's Theory of the Avant-garde by Lucie Scholz
Cover of the book Bilanz einer Ratspräsidentschaft: Der Gipfel von Helsinki by Lucie Scholz
Cover of the book Europäische Grundlagendokumente für das informelle und non-formale Lernen by Lucie Scholz
Cover of the book Die Globalisierung der Welt by Lucie Scholz
Cover of the book Die politische Bedeutung der Öffentlichkeit in Preußen zur Zeit des Wiener Kongresses am Beispiel der Haltung Hardenbergs zum Rheinischen Merkur by Lucie Scholz
Cover of the book Max Weber: Die 'Entzauberung der Welt' by Lucie Scholz
Cover of the book Prüfung des Eigenkapitals im Einzelabschluss by Lucie Scholz
Cover of the book Das Verhältnis von Kommunikation und Kompetenz- Kann die Persönlichkeit durch Kommunikations- und Kompetenzschulung entwickelt werden? by Lucie Scholz
Cover of the book Eine Analyse der Edition der Tagebücher Joseph Goebbels von Ralf Georg Reuth by Lucie Scholz
Cover of the book 'Rom gegen Wales' im 1. Jahrhundert n. Chr. Die Insel Anglesey by Lucie Scholz
Cover of the book Kindheit gestern und heute - die Veränderung kindlicher Lebensräume by Lucie Scholz
Cover of the book Entwicklung eines Vertriebskennzahlensystems für Stadtwerke by Lucie Scholz
Cover of the book Feministische Geographie 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