Luxury Marketing

Luxury Marketing provides students with practical insights into marketing luxury brands, incorporating the latest trends including digital innovation, sustainability and globalization. While luxury is often associated with exclusivity and high value, marketing luxury products and brands requires a nuanced understanding of history, cultural influences and consumer psychology. Luxury Marketing delves into the European cultural and historical significance embedded in luxury and demystifies the sector by bridging the gap between theoretical concepts and practical applications. This textbook is ideal for postgraduate students taking modules in Luxury Marketing and Luxury Brand Management. Features include: - essential definitions and concepts, showing students how to distinguish between 'luxury' and 'premium' brands and their different approaches to marketing. - guidance on how to integrate both tradition and innovation by exploring time-honoured brand values alongside current trends like sustainability and digital transformation. - exploration of the psychology behind luxury consumption, how to appeal to preferences of various consumer segments and the importance of creating unique customer experiences. - key concept boxes, exercises and review questions, as well as online resources of lecturer PowerPoint slides and instructor manuals. - real-world examples from global brands such as Shang Xia, Gaggenau and Aman Resorts.