Description

Book Synopsis
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.

Table of 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.

The Creation of the Extraordinary: Perspectives

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    A Paperback / softback by Hannes Gurzki

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      Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
      Publication Date: 21/02/2020
      ISBN13: 9783658295370, 978-3658295370
      ISBN10: 3658295376
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      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.

      Table of 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.

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