Marketing Luxury Services: Concepts, Strategy, and Practice

This textbook explores luxury marketing management, focusing on strategy, positioning, and the market, including the challenges of traditional 4 Ps and service-dominant logic. It covers the history, evolution, and contemporary luxury market, with marketing strategies such as market identification, brand communication, product positioning, pricing, and foreign market entry.

Format: Paperback / softback
Length: 212 pages
Publication date: 27 April 2023
Publisher: Springer Nature Switzerland AG

This comprehensive textbook delves into the realm of luxury marketing management, encompassing a wide range of decisions related to the intricate complexities of offering luxury as services. It places a significant emphasis on strategy, positioning, and the market, while also exploring the unique challenges inherent in the luxury sector, particularly in light of the traditional 4 Ps (Products, Place, Promotion, and Price). Moreover, it applies the service-dominant logic to luxury management, considering the interplay between the other 4 Ps in marketing decisions (People, Process, Panorama, and Productivity).

The text begins by tracing the historical and evolutionary journey of the concept and definition of luxury, examining its profound impact on the practice of luxury marketing today. It then provides an overview of the contemporary luxury market, encompassing its diverse landscape, prominent players, and prevailing industry trends.

Subsequently, the textbook delves into the intricacies of marketing strategies as applied to the luxury market. It covers essential topics such as market identification, brand communication, product positioning, pricing, supply chain management, foreign market entry, and more. By incorporating contributions from renowned luxury marketing practitioners, the textbook offers practical insights and real-world case studies to equip students with a comprehensive understanding of marketing in the luxury industry and the essential tools required for success in the management of luxury brands.

In conclusion, this textbook serves as a valuable resource for students, professionals, and anyone interested in exploring the world of luxury marketing. It provides a comprehensive and insightful examination of the key aspects of luxury marketing management, equipping readers with the knowledge and skills necessary to thrive in this dynamic and demanding sector.

Weight: 372g
Dimension: 155 x 233 x 16 (mm)
ISBN-13: 9783030860721
Edition number: 1st ed. 2023