TY  - BOOK
AU  - Heil, Olivier P.
AU  - Langer, Daniel A.
TI  - Luxury essentials
SN  - 9780692361269
PY  - 2015///
PB  - University of Mainz. Center for Research on Luxury
KW  - INDUSTRIAL & SERVICES SECTOR
KW  - Luxury
KW  - Social aspects
KW  - Consumers
KW  - Luxury goods industry
KW  - Management
KW  -  Managing in the future
KW  - Marketing
KW  -  Quality
KW  - Aesthetics
KW  -  drivers
KW  - Branding (Marketing)
KW  -  Heritage
KW  - Attitudes
KW  -  Social values
KW  -  Bibliography MSc - Fashion & Luxury Marketing Management: Reference Handbooks
KW  - Fashion & Luxury Collection
N1  - essential insights and strategies to manage luxury products; This book provides truly new insights into the seemingly elusive concept of luxury and it does so using a compact and convenient format. More precisely, it condenses the authors' groundbreaking book on Luxury: Marketing & Management - which has become a standard textbook on luxury and is used in Universities around the world - into easy to digest pieces of knowledge, yet maintains the essence of the full-fledged original. Thus, the Essentials provide the best format for people on the go yet provide a comprehensive entry into this fascinating world of luxury with its most unique products, ideas and challenges for consumers, managers and also scientists.
N2  - Daniel A. Langer & Oliver P. Heil on why they wrote this book: 'Whether we teach luxury to students or have discussions with luxury professionals or talk to luxury consumers, one common theme emerges again and again: While luxury seems to be easy to grasp at first, it quickly evolves into a most complicated endeavor. That is, its management poses most unique challenges, e.g. as price is often seemingly irrelevant. While intuitively there should be a lot of publications on luxury that really matter, there are only a few that try to meet the luxury challenge.'
ER  -