Wided Batat The new luxury experience : 9783030016708

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Автор: Wided Batat (Батат Уидед)
Название: The new luxury experience :
Перевод названия: Батат Уидед: Новый роскошный опыт
ISBN: 9783030016708
Издательство: Springer
Классификация:

Торговля и маркетинг

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ISBN-10: 3030016706
Обложка/Формат: Hardcover
Страницы: 240
Вес: 0.54 кг.
Дата издания: 04.02.2019
Серия: Management for professionals
Язык: English
Издание: 1st ed. 2019
Иллюстрации: 15 tables, color; 15 illustrations, color; 42 illustrations, black and white; approx. 250 p. 57 illus., 15 illus. in color.
Размер: 237 x 168 x 21
Читательская аудитория: Professional & vocational
Подзаголовок: Creating the ultimate customer experience
Ссылка на Издательство: Link
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Поставляется из: Германии
Описание: This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined.

How do consumers define luxury? Is there one luxury or several luxuries? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences - not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun.

Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience. Praise for The New Luxury ExperienceThis book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases. -- Ravi Dhar, Director, Yale Center for Customer Insights, Yale UniversityWided Batats book offers a fresh, insightful and comprehensive analysis of the concept of the consumers experience with luxury whatever that may be.

The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services. I also commend the consideration given to the younger generations approach to luxury and to corporate social responsibility aspects. Luxury marketers should find this book very useful indeed.-- Francesca DallOlmo Riley, Professor of Brand Management, Kingston Business School, UK

The new luxury experience :, Wided Batat