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Identittsbasierte Luxusmarkenfhrung

Identittsbasierte Luxusmarkenfhrung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834940605
Condition
New
Product Description

Nach heutiger Auffassung folgt die Fhrung von Luxusmarken anderen Gesetzen als im Premium- oder im Basismarkensegment, denn bei Luxusmarken rhren Faszination und Begehrlichkeit aus ihren mythisch aufgeladenen Markenidentitten. Diese Markenidentitten zu kreieren und die Marke auf der Basis dieser wesensprgenden Eigenschaften exklusiv und nachhaltig zu steuern, stellt eine zentrale Aufgabe im Luxussegment dar. Luxusmarken genieen eine ungebrochen hohe Nachfrage, mssen sich aber auch neuen Herausforderungen stellen, wie z.B. Vertrauenskrise, Social Media, Green Luxury. Renommierte Autoren nehmen Stellung zu den Herausforderungen der Luxusmarkenfhrung und gewhren aus der Perspektive von Wissenschaft und Praxis in zugnglicher Weise ansprechende Einblicke.

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