Download PDF Luxury Marketing & ManagementBy Dr. Daniel A. Langer

Download PDF Luxury Marketing & ManagementBy Dr. Daniel A. Langer

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Luxury Marketing & ManagementBy Dr. Daniel A. Langer

Download PDF Luxury Marketing & ManagementBy Dr. Daniel A. Langer

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The book "Luxury: Marketing & Management" is what many call the "gold standard" among books about luxury. It has become a standard textbook on luxury and is used in Universities around the world. It provides a comprehensive scientifically based dissection of what luxury is all about. Therefore it is an ideal book for managers, researchers and consumers of luxury goods. This book provides fundamentally new insights into the seemingly elusive concept of luxury using examples from real life and precise cases. The outstanding feature is the development of the first numerical luxury index allowing managers to compare various categories and signaling product opportunities. 
The concept of luxury signals leads to a large variety of additional marketing opportunities. Also, a new, precise and operational definition of luxury is developed. Providing empirical insights for Europe, America and Asia this book opens challenging perspectives to all those concerned with luxury. 

•  "The book Luxury: Marketing & Management will be of considerable interest to both managers and academics seeking to understand and manage luxury goods in the 21st Century." Prof. Dr. David B. Montgomery, Stanford University & former Dean, Singapore Management University
• "This new and interesting research provides insight into the unique world of luxury and I have no doubt will prove a fascinating read for consumers and managers. Rolls-Royce Motor Cars has been at the pinnacle of automotive luxury for over 100 years and it is enlightening to see scientific research on the industry." Torsten Müller-Ötvös, CEO Rolls-Royce Motor Cars Ltd "
• This book provides a large coverage of research on luxury, combined with new practical approaches, such how to analyze the luxury potential of a category on the basis of the price differentials. Very enlightening reading for managers and consumers alike." Prof. Dr. Gilles Laurent, HEC Paris
• "Many asked me in the course of the year what is the essence of luxury, and there is in my opinion a one world answer to this: luxury is pure emotion. In their book the authors provide an elaborated overview on luxury both from a researcher's and a manager's perspective. It's a must-read for those interested in luxury." Pietro Beccari, Executive Vice President Louis Vuitton
• "As a maker of high-end mechanical watches, we are impressed by the precision of this analysis on the meaning of luxury today and the practical and valuable conclusions for a successful management of luxury products. Most interesting work!" Philippe Merk, CEO Audemars Piguet
• "This book's development of luxury signals provides a new and creative perspective of luxury. Reading it will amount to a very good investment for managers and be enlightening for consumers of luxury items around the globe. Fun to read!" Prof. Dr. Kris Helsen, Hong Kong University of Science & Technology (HKUST)

• Sales Rank: #1368444 in Books
• Published on: 2013-08-01
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x .63" w x 6.00" l, .80 pounds
• Binding: Paperback
• 268 pages

Review

• "The book Luxury: Marketing & Management will be of considerable interest..." Prof. Dr. David B. Montgomery, Stanford University

• "This new and interesting research provides insight into the unique world of luxury..." Torsten Müller-Ötvös, CEO Rolls-Royce Motor Cars Ltd 

• "Very enlightening reading for managers and consumers alike." Prof. Dr. Gilles Laurent, HEC Paris 

• "It's a must-read for those interested in luxury." Pietro Beccari, EVP Louis Vuitton 

• "Most interesting work!" Philippe Merk, CEO Audemars Piguet 

• "Fun to read!" Prof. Dr. Kris Helsen, HKUST 

From the Author
Dr. Daniel A. Langer and Prof. Dr. Oliver P. Heil (Ph.D.) on why they wrote this book: "Part of the purpose of this book is to decode luxury by answering the questions about what luxury is and how to manage it. We present several new findings that significantly broaden the scope of luxury research, providing one of the first comprehensive dissections of luxury."  In this book the authors carefully analyze the nature of luxury in a systematic manner for the purpose of developing a sound basis for marketing luxury products and understanding luxury markets. The fundamental propositions and characteristics of luxury are presented, and the primary luxury 'drivers' are described. More specific areas of the luxury experience are then analyzed in more detail.  These include quality and aesthetics, the purchase situation, the consumption situation, the cultural and social frame, consumer segmentation, geographical differences, product categories, and branding. It concludes with strategic advice to marketing managers.  Driven by the finding that hypothetically all categories could have a luxury tier, and the conclusion that many luxury brands are not managed appropriately, the authors provide managers with comprehensive toolsets and strategies to manage luxury in a more competitive, profitable and sustainable way. 

About the Author
Daniel André Langer is Senior Vice President & GM North America at Henkel Beauty Care. Before that he fulfilled several international responsibilities at Henkel, including Corporate VP SBU Body Care as well as Marketing Director in Germany, Japan & International Hair Care. He is also a Research Fellow and Senior Lecturer at the University of Mainz. The author holds a Ph.D. and a Masters degree from the University of Mainz. He also studied in Madrid and attended executive education at Harvard, IESE and Thunderbird. He presented his research on luxury and innovation at several leading research conferences and events in the USA and Europe. Dr. Langer’s research focuses on deepening our understanding of luxury. Importantly, the marketing of regular products can benefit substantially from luxury research findings in terms of identifying different and creative strategies enhancing innovativeness, competitiveness and profitability of fast moving consumer goods. Oliver Heil is the Chaired Professor of Marketing at the Johannes Gutenberg-University of Mainz (Germany). He holds a Ph.D. as well as a Masters degree from the University of Pennsylvania’s Wharton School. The author taught at Wharton, UCLA, IU, Lingnan and HKUST. His publications appeared in leading scientific journals and he co-authored several books. As the recipient of various academic honors he currently serves on several boards and lectures on a variety of topics. Prof. Heil is working on identifying optimal sizes and formats for limited editions of luxury products and identifying causal factors of luxury design. Also, he is working on applying the luxury index toward regular products such as fast moving consumer goods as well as luxury products to enhance branding strategies. Prof. Heil is organizing a global luxury event bringing together managers, researchers and customers dealing with luxury products. The authors are co-directors of the Center for Research on Luxury at the University of Mainz, which has the ambition to pioneer the research on luxury and to provide world-class publications and education on the topic. For updates on luxury research and events, see www.luxury-research.org.

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