كتاب
Marketing product lever in the luxury goods sector
| العنوان: | Marketing product lever in the luxury goods sector |
|---|---|
| المؤلفون: | Angela Carelli, Alessandra Nardone, Patrizia Papetti |
| المساهمون: | IGWT, Carelli, Angela, Nardone, Alessandra, Papetti, Patrizia |
| بيانات النشر: | Science and economics- University of Economis BGR Varna |
| سنة النشر: | 2016 |
| المجموعة: | IRIS Unicas (Università degli Studi di Cassino e del Lazio Meridionale) |
| مصطلحات موضوعية: | luxury goods marketing, marketing product lever, proper and direct attributes, brand, brand extension, co-branding |
| الوصف: | In the article we analyze marketing product lever in the luxury goods sector; vital element in the choice of a non-sectorial and specialist development outlook wich compare vaviables such as quality, price and customer approach. In such a period where excessive specialization tends to prevail in many fields, the key to success lies in reasoning in counter-trend. Hence , after enunciating the so-called “anti-laws” in the marketing of luxury goods an identifying the proper and direct features of a luxury goods, we examine the “brand” feature by referring to brand extension an co-branding phenomena and broaden this analysis to other proper and direct features of a luxury good. The aspect that most differentiates the luxury product from all others is its strong relationship with the "dream". The luxury product, did not respond to a need or a want but at a "dream". |
| نوع الوثيقة: | book part |
| اللغة: | English |
| العلاقة: | info:eu-repo/semantics/altIdentifier/isbn/978-954-21-0904-4; ispartofbook:Commodity science in a changing world; firstpage:130; lastpage:136; numberofpages:7; alleditors:IGWT; https://hdl.handle.net/11580/57152Test |
| الإتاحة: | https://hdl.handle.net/11580/57152Test |
| حقوق: | info:eu-repo/semantics/openAccess |
| رقم الانضمام: | edsbas.78212F69 |
| قاعدة البيانات: | BASE |
| الوصف غير متاح. |