Titlebook: Marketing Luxury Services; Concepts, Strategy, Miguel Angelo Hemzo Textbook 2023 The Editor(s) (if applicable) and The Author(s), under ex

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978-3-030-86072-1The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl

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https://doi.org/10.1007/978-3-030-86073-8luxury marketing; new product development; service-dominant logic; consumer behavior; marketing channels

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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).

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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.

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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.

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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.

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