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005			20241011113221.0
006			m d
007			cr n
008			230426s2023 sz | o |||| 0|eng d
020			_a9783030860721
024	7		_a10.1007/978-3-030-86073-8 _2doi
035			_a(WaSeSS)ssj0002884160
040			_cTBS
041			_aeng
050			_aHF5410-5417.5
100			_aHemzo, Miguel Angelo _923887 _eauthor
245	1	0	_aMarketing luxury services _b: concepts, strategy, and practice _c/ Miguel Angelo Hemzo.
260			_aCham, Switzerland : _bSpringer International Publishing ; _bImprint: Palgrave Macmillan, _c2023.
300			_a xxi, 212 pages : illustrations, tables (black and white) 24 cm.
505	0		_aHistory and concept of luxury — The luxury market — Luxury market and the Service-dominant logic paradigm — How to position a luxury product — Luxury consumer behavior — Defining the Persona: Segmentation and targeting — Developing strong luxury brands for products and services — Creating competitive products — Place strategies for luxury brands — Managing pricing and value of luxury brands — Communication strategies and tools for luxury brands — Managing people for the luxury market — Process management and operations for luxury brands — Managing the luxury Panorama for great experiences — Strategical Satisfaction Management — Culture and leadership.
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 P's (Products, Place, Promotion and Price), in addition applying the service-dominant logic to luxury management in relation to the other 4 P's 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 São 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.
521			_bSpringer Nature - Springer Business and Management eBooks 2023 English International
650		0	_aLuxuries _xMarketing _97147
650		0	_aLuxury goods industry _97363
650		0	_aService industries _91728
650		0	_aConsumer behavior _9997
650		0	_aStrategic planning _93573
653			_aFashion & Luxury Collection
942			_2lcc
999			_c4188 _d4188