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008			230426s2023 sz | o |||| 0|eng d
020			_a9783030860738
024	7		_a10.1007/978-3-030-86073-8 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5415 _b2023 EB
100	1		_aHemzo, Miguel Angelo _eautor _4http://id.loc.gov/vocabulary/relators/aut _9518234
245	1	0	_aMarketing Luxury Services : _bConcepts, Strategy, and Practice _cby Miguel Angelo Hemzo
250			_a1st ed 2023
264	0	1	_aCham _c2023 _bSpringer International Publishing
300			_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aSpringer
505	0		_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.
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 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.
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-030-86073-8 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE _n0
998			_b01/2024 _db _el _zSI