@article{1463606,
      recid = {1463606},
      author = {Hemzo, Miguel Angelo,},
      title = {Marketing luxury services : concepts, strategy, and  practice /},
      pages = {1 online resource (xxi, 212 pages)},
      abstract = {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.},
      url = {http://library.usi.edu/record/1463606},
      doi = {https://doi.org/10.1007/978-3-030-86073-8},
}