冷淡周边
发表于 2025-3-28 17:30:44
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乏味
发表于 2025-3-28 22:11:35
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公司
发表于 2025-3-29 02:44:20
978-3-030-86072-1The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl
prodrome
发表于 2025-3-29 06:33:32
https://doi.org/10.1007/978-3-030-86073-8luxury marketing; new product development; service-dominant logic; consumer behavior; marketing channels
遗弃
发表于 2025-3-29 11:03:55
History and Concept of Luxury,In this chapter, it is discussed how luxury evolved and how the concept of luxury changed over time, up to the one we know today. This chapter is mainly based on an article by M. A. Hemzo and L. F. Hemzo (SEMEAD—Seminários em Administração. EAD/FEA/USP, Vol. 21, 2018).
enumaerate
发表于 2025-3-29 15:01:49
The Luxury Market,In this chapter, we discuss the evolution of the luxury market, witnessing the resilience it has shown over the last decades, the main players in this market, and the main impacts of the COVID-19 in its performance.
Chagrin
发表于 2025-3-29 17:25:37
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不知疲倦
发表于 2025-3-29 22:09:34
Managing Pricing and Value of Luxury Brands,In this chapter it is discussed the main topics related to pricing, as how to define full‐pricing strategies, how to work properly with dynamic‐pricing strategies, how to set operational pricing decisions, as promotions and discounts, as well as credit and installment decisions.
珠宝
发表于 2025-3-30 00:56:42
Communication Strategies and Tools for Luxury Brands,This chapter presents the main concepts and specific characteristics of Advertising, Sales promotion, Events, Experiences and Live Marketing, Promotion, Publicity, and Public Relations, Digital tools, Social Media and Influencers, Mobile Marketing, Direct marketing, and Personal Selling.
subacute
发表于 2025-3-30 04:50:13
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