Rethinking Luxury: How to Market Exclusive Products in an Ever-changing Environment: How to Market Exclusive Products and Services in an Ever-Changing Environment - Hardcover

Martin Wittig; Fabian Sommerrock; Philip Beil; Markus Albers

Hardcover

ISBN 10: 1907794565 ISBN 13: 9781907794568

Publisher: LID Publishing, 2014

Synopsis

The luxury market has long been the exception. Protected for decades - and even centuries - from swings in economic fate and taste by consumers with money and demands for something extraordinary. But the world is changing, and those changes have already initiated some of the first-ever structural changes to the once-untouchable luxury market. Liquid Luxury paints a roadmap for the future of marketing to the rich and super-wealthy. Written by experts in the sector, the book combines broad strategic knowledge with probing sector research. It couples scientific research documenting the transformation with exclusive insider information. Case studies highlight what works now and what's likely to continue working in the future. This important work will become the handbook of how to win the attention of affluent consumers and ignite their passion for rare and bespoke products.

About this title

About the Author

Dr Martin C. Wittig is a partner, Fabian Sommerrock is a principal and Philip Beil is a partner at Roland Berger Strategy Consultants. Markus Albers is a contributing editor at Monocle magazine.

From the Inside Flap

Markus Albers is a contributing editor at Monocle magazine.

Edition details

• Publisher: LID Publishing
• Publication date: 2014
• ISBN 10: 1907794565
• ISBN 13: 9781907794568
• Binding: Hardcover
• Language: English
• Number of pages: 264