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Luxus und Nachhaltigkeit
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Sind Luxus und Nachhaltigkeit ein Widerspruch? Birgt nicht vielleicht gerade das Luxussegment besonders groes Potenzial fr umwelt- und sozialvertrgliche Produkte? Zur Beantwortung dieser Fragen untersucht Gesa Prne umfassend die Konsumprferenzen des relevanten Marktes und entwickelt marken- und kommunikationsstrategische Handlungsempfehlungen zur systematischen Integration des Themas Nachhaltigkeit. Die bislang vornehmlich getrennt betrachteten Konzepte aus Markenfhrung, Kommunikations- und Reputationsmanagement fhrt sie dabei gewinnbringend in einem integrierten Modell der Nachhaltigkeitskommunikation zusammen. Damit liefert ihr Sustainable Luxury Konzept wertvolle Anstze vor allem fr das Marketing und die Unternehmenskommunikation.
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