Marketing luxury services : concepts, strategy, and practice / Miguel Angelo Hemzo.
Hemzo, Miguel Angelo, author.
2023
HD9999.L852 H46 2023
Available Online

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Title Marketing luxury services : concepts, strategy, and practice / Miguel Angelo Hemzo.
Author Hemzo, Miguel Angelo, author.
ISBN 9783030860738 electronic book
3030860736 electronic book
9783030860721
3030860728
DOI https://doi.org/10.1007/978-3-030-86073-8
Published Cham, Switzerland : Palgrave Macmillan, [2023]
Language English
Description 1 online resource (xxi, 212 pages)
Other Standard Identifiers 10.1007/978-3-030-86073-8 doi
Call Number HD9999.L852 H46 2023
Dewey Decimal Classification 338.4/7
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. Miguel Angelo Hemzo is Professor of Marketing in the School of Arts, Sciences, and Humanities at the University of So Paulo, Brazil. He teaches and researches several aspects of marketing and strategy: corporate strategy, marketing strategy, marketing management, consumer behavior, communication management, sales management, marketing channels, pricing, services marketing, relationship marketing, luxury marketing, and digital marketing.
Bibliography, etc. Note Includes bibliographical references and index.
Access Note Access limited to authorized users.
Source of Description Description based on online resource; title from digital title page (viewed on May 26, 2023).
Available in Other Form Print version: 9783030860721
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1. History and concept of luxury
2. The luxury market
3. Luxury market and the Service-dominant logic paradigm
4. How to position a luxury product
5. Luxury consumer behavior
6. Defining the Persona: Segmentation and targeting
7. Developing strong luxury brands for products and services
8. Creating competitive products
9. Place strategies for luxury brands
10. Managing pricing and value of luxury brands
11. Communication strategies and tools for luxury brands
12. Managing people for the luxury market
13. Process management and operations for luxury brands
14. Managing the luxury Panorama for great experiences
15. Strategical Satisfaction Management
16. Culture and leadership.

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