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The Creation of the Extraordinary

Perspectives on Luxury

Hannes Gurzki

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Springer Fachmedien Wiesbaden img Link Publisher

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

Luxury is as old as humankind and has sparked multiple debates throughout of history. In today’s consumer society, luxury brands have become aspirational symbols. Yet, to date, a comprehensive overview of the different perspectives that have shaped the discourses about luxury is missing. Hannes Gurzki provides a broad overview of luxury research, highlights and details important perspectives on luxury, and derives practical guidelines for managers based on research. Thereby the author combines insights from different disciplines, such as philosophy, sociology, psychology, anthropology, cultural studies, economics or management, to broaden and deepen our understanding of luxury and its creation principles.

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Schlagwörter

Perspectives on Luxury, Luxury brand management, Symbolic consumption, Luxury, Creative industries, Creation of the Extraordinary, Luxury brand strategy, Advertising, Branding, Luxury marketing, Brand management, Marketing, Marketing strategy, Status consumption