001463606 000__ 04644cam\a2200565\i\4500
001463606 001__ 1463606
001463606 003__ OCoLC
001463606 005__ 20230601003329.0
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001463606 007__ cr\cn\nnnunnun
001463606 008__ 230501s2023\\\\sz\\\\\\ob\\\\001\0\eng\d
001463606 020__ $$a9783030860738$$qelectronic book
001463606 020__ $$a3030860736$$qelectronic book
001463606 020__ $$z9783030860721
001463606 020__ $$z3030860728
001463606 0247_ $$a10.1007/978-3-030-86073-8$$2doi
001463606 035__ $$aSP(OCoLC)1377989279
001463606 040__ $$aYDX$$beng$$erda$$cYDX$$dGW5XE$$dUKMGB$$dYDX
001463606 049__ $$aISEA
001463606 050_4 $$aHD9999.L852$$bH46 2023
001463606 08204 $$a338.4/7$$223/eng/20230505
001463606 1001_ $$aHemzo, Miguel Angelo,$$eauthor.
001463606 24510 $$aMarketing luxury services :$$bconcepts, strategy, and practice /$$cMiguel Angelo Hemzo.
001463606 264_1 $$aCham, Switzerland :$$bPalgrave Macmillan,$$c[2023]
001463606 300__ $$a1 online resource (xxi, 212 pages)
001463606 336__ $$atext$$btxt$$2rdacontent
001463606 337__ $$acomputer$$bc$$2rdamedia
001463606 338__ $$aonline resource$$bcr$$2rdacarrier
001463606 504__ $$aIncludes bibliographical references and index.
001463606 5050_ $$a1. History and concept of luxury -- 2. The luxury market -- 3. Luxury market and the Service-dominant logic paradigm -- 4. How to position a luxury product -- 5. Luxury consumer behavior -- 6. Defining the Persona: Segmentation and targeting -- 7. Developing strong luxury brands for products and services -- 8. Creating competitive products -- 9. Place strategies for luxury brands -- 10. Managing pricing and value of luxury brands -- 11. Communication strategies and tools for luxury brands -- 12. Managing people for the luxury market -- 13. Process management and operations for luxury brands -- 14. Managing the luxury Panorama for great experiences -- 15. Strategical Satisfaction Management -- 16. Culture and leadership.
001463606 506__ $$aAccess limited to authorized users.
001463606 520__ $$aThis textbook discusses luxury marketing management, considering the broader range of decisions related to the complexities of offering luxury as services. Placing a strong emphasis on strategy as well as positioning and the market, it focuses on the challenges in luxury related to the traditional 4 Ps (Products, Place, Promotion and Price), in addition applying the service-dominant logic to luxury management in relation to the other 4 Ps in marketing decisions (People, Process, Panorama, and Productivity). The text opens with an exploration the history and evolution of the concept and definition of luxury and the effect upon the practice of luxury marketing today, concluding with an overview of the contemporary luxury market, description of the main players, and relevant industry trends. It then discusses marketing strategies as applied to the luxury market, including market identification, brand communication, product positioning, pricing, flow of goods, foreign market entry, and more. With contributions from luxury marketing practitioners to offer practical knowledge as well as real world cases studies, this textbook will equip students with a comprehensive understanding of marketing in the luxury industry and the tools necessary to be successful in the management of luxury brands. Miguel Angelo Hemzo is Professor of Marketing in the School of Arts, Sciences, and Humanities at the University of So Paulo, Brazil. He teaches and researches several aspects of marketing and strategy: corporate strategy, marketing strategy, marketing management, consumer behavior, communication management, sales management, marketing channels, pricing, services marketing, relationship marketing, luxury marketing, and digital marketing.
001463606 588__ $$aDescription based on online resource; title from digital title page (viewed on May 26, 2023).
001463606 650_0 $$aLuxuries$$xMarketing.
001463606 655_0 $$aElectronic books.
001463606 77608 $$iPrint version: $$z3030860728$$z9783030860721$$w(OCoLC)1262966613
001463606 852__ $$bebk
001463606 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-86073-8$$zOnline Access$$91397441.1
001463606 909CO $$ooai:library.usi.edu:1463606$$pGLOBAL_SET
001463606 980__ $$aBIB
001463606 980__ $$aEBOOK
001463606 982__ $$aEbook
001463606 983__ $$aOnline
001463606 994__ $$a92$$bISE