Ebook Luxury Marketing & Management By Dr. Daniel A. Langer

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Luxury Marketing & Management By Dr. Daniel A. Langer

Ebook Luxury Marketing & Management By Dr. Daniel A. Langer

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Sales Rank: #1368444 in Books
Published on: 2013-08-01
Original language: English
Number of items: 1
Dimensions: 9.00" h x .63" w x 6.00" l, .80 pounds
Binding: Paperback
268 pages

Review

"The book Luxury: Marketing & Management will be of considerable interest..." Prof. Dr. David B. Montgomery, Stanford University

"This new and interesting research provides insight into the unique world of luxury..." Torsten Müller-Ötvös, CEO Rolls-Royce Motor Cars Ltd

"Very enlightening reading for managers and consumers alike." Prof. Dr. Gilles Laurent, HEC Paris

"It's a must-read for those interested in luxury." Pietro Beccari, EVP Louis Vuitton

"Most interesting work!" Philippe Merk, CEO Audemars Piguet

"Fun to read!" Prof. Dr. Kris Helsen, HKUST

From the Author
Dr. Daniel A. Langer and Prof. Dr. Oliver P. Heil (Ph.D.) on why they wrote this book: "Part of the purpose of this book is to decode luxury by answering the questions about what luxury is and how to manage it. We present several new findings that significantly broaden the scope of luxury research, providing one of the first comprehensive dissections of luxury." In this book the authors carefully analyze the nature of luxury in a systematic manner for the purpose of developing a sound basis for marketing luxury products and understanding luxury markets. The fundamental propositions and characteristics of luxury are presented, and the primary luxury 'drivers' are described. More specific areas of the luxury experience are then analyzed in more detail. These include quality and aesthetics, the purchase situation, the consumption situation, the cultural and social frame, consumer segmentation, geographical differences, product categories, and branding. It concludes with strategic advice to marketing managers. Driven by the finding that hypothetically all categories could have a luxury tier, and the conclusion that many luxury brands are not managed appropriately, the authors provide managers with comprehensive toolsets and strategies to manage luxury in a more competitive, profitable and sustainable way.

About the Author
Daniel André Langer is Senior Vice President & GM North America at Henkel Beauty Care. Before that he fulfilled several international responsibilities at Henkel, including Corporate VP SBU Body Care as well as Marketing Director in Germany, Japan & International Hair Care. He is also a Research Fellow and Senior Lecturer at the University of Mainz. The author holds a Ph.D. and a Masters degree from the University of Mainz. He also studied in Madrid and attended executive education at Harvard, IESE and Thunderbird. He presented his research on luxury and innovation at several leading research conferences and events in the USA and Europe. Dr. Langer’s research focuses on deepening our understanding of luxury. Importantly, the marketing of regular products can benefit substantially from luxury research findings in terms of identifying different and creative strategies enhancing innovativeness, competitiveness and profitability of fast moving consumer goods. Oliver Heil is the Chaired Professor of Marketing at the Johannes Gutenberg-University of Mainz (Germany). He holds a Ph.D. as well as a Masters degree from the University of Pennsylvania’s Wharton School. The author taught at Wharton, UCLA, IU, Lingnan and HKUST. His publications appeared in leading scientific journals and he co-authored several books. As the recipient of various academic honors he currently serves on several boards and lectures on a variety of topics. Prof. Heil is working on identifying optimal sizes and formats for limited editions of luxury products and identifying causal factors of luxury design. Also, he is working on applying the luxury index toward regular products such as fast moving consumer goods as well as luxury products to enhance branding strategies. Prof. Heil is organizing a global luxury event bringing together managers, researchers and customers dealing with luxury products. The authors are co-directors of the Center for Research on Luxury at the University of Mainz, which has the ambition to pioneer the research on luxury and to provide world-class publications and education on the topic. For updates on luxury research and events, see www.luxury-research.org.

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