The creation of the extraordinary : perspectives on luxury / Hannes Gurzki ; with a foreword by Prof. Dr. David Woisetschläger.

Format:

Book

Author/Creator:

Gurzki, Hannes, author.

Series:

Gabler research. Applied marketing science

Applied marketing science = Angewandte Marketingforschung, 2627-1982

Language:

English

German

Subjects (All):

Luxury.

Luxuries--Marketing.

Luxuries.

Luxury goods industry.

Physical Description:

xvii, 246 pages : illustrations (chiefly color) ; 21 cm.

Place of Publication:

Wiesbaden, Germany : Springer Gabler, [2020]

Summary:

Luxury is as old as humankind and has sparked multiple debates throughout of history. In today's consumer society, luxury brands have become aspirational symbols. Yet, to date, a comprehensive overview of the different perspectives that have shaped the discourses about luxury is missing. Hannes Gurzki provides a broad overview of luxury research, highlights and details important perspectives on luxury, and derives practical guidelines for managers based on research. Thereby the author combines insights from different disciplines, such as philosophy, sociology, psychology, anthropology, cultural studies, economics or management, to broaden and deepen our understanding of luxury and its creation principles. Contents The State of Luxury Research: A Bibliometric Citation Analysis Perspectives on Luxury: An Integrative Model Decoding Luxury Brand Communications Implications for Luxury Brand Management Target Groups Researchers and students of marketing, communications, brand and luxury management Experts of the luxury industry, creative industries, media, consumer goods, and retail The Author Dr. Hannes Gurzki is program director at the European School of Management and Technology in Berlin. He has been working as a strategy consultant for several years. He completed his dissertation with Univ.-Prof. Dr. David M. Woisetschläger at the Institute for Automotive Management and Industrial Production (AIP), Chair of Services Management, at the Technical University Braunschweig.

Contents:

The State of Luxury Research: A Bibliometric Citation Analysis

Perspectives on Luxury: An Integrative Model

Decoding Luxury Brand Communications

Implications for Luxury Brand Management.

Notes:

Includes bibliographical references.

ISBN:

9783658295370

3658295376

OCLC:

1141958055