The New Luxury Experience - Batat Wided | Libro Springer 05/2019 - HOEPLI.it


home libri books ebook dvd e film top ten sconti 0 Carrello


Torna Indietro

batat wided - the new luxury experience

The New Luxury Experience Creating the Ultimate Customer Experience




Disponibilità: Normalmente disponibile in 15 giorni


PREZZO
70,98 €
NICEPRICE
67,43 €
SCONTO
5%



Questo prodotto usufruisce delle SPEDIZIONI GRATIS
selezionando l'opzione Corriere Veloce in fase di ordine.


Pagabile anche con 18App Bonus Cultura e Carta del Docente


Facebook Twitter Aggiungi commento


Spese Gratis

Dettagli

Genere:Libro
Lingua: Inglese
Editore:

Springer

Pubblicazione: 05/2019
Edizione: 1st ed. 2019





Trama

This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined.

How do consumers define luxury? Is there one luxury or several “luxuries”? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences – not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun.

Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience.

 

Praise for The New Luxury Experience

“This book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases.”

 -- Ravi Dhar, Director, Yale Center for Customer Insights, Yale University

“Wided Batat’s book offers a fresh, insightful and comprehensive analysis of the concept of the consumer’s experience with luxury whatever that may be. The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services.  I also commend the consideration given to the younger generations’ approach to luxury and to corporate social responsibility aspects.  Luxury marketers should find this book very useful indeed.”

-- Francesca Dall’Olmo Riley, Professor of Brand Management, Kingston Business School, UK






Sommario

Preface.- Part I:The Evolution of Luxury: From Object to Experience.- Chapter 1: Luxury, Back to Origins.-  Chapter 2: The New Experiential Luxury Marketing Model.- Chapter 3: Customer Experience to Keep Up with Changing Consumer and New Luxury Consumption Trends.-  Part II: The Big Five Strategies to Designing the Ultimate Luxury Experience.- Chapter 4: Capturing Luxury Customer Values.- Chapter 5: Experiential Branding of Luxury.- Chapter 6: Experiential Setting Design.- Chapter 7: Luxury Staff Training.- Chapter 8: Consumer Initiation into Luxury.- Part III: Challenges for the Future of Luxury Experience.- Chapter 9: Alternative Market Research for Understanding Luxury Experience.- Chapter 10: How Millennials and Post-Millennials are Reshaping Luxury.- Chapter 11: Is Luxury Experience Compatible with CSR?.- Conclusion. 




Autore

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience: the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design.








i libri che interessano a chi ha i tuoi gusti





Altre Informazioni

ISBN:

9783030016708

Condizione: Nuovo
Collana: Management for Professionals
Dimensioni: 235 x 155 mm Ø 571 gr
Formato: Copertina rigida
Illustration Notes:25 Illustrations, black and white
Pagine Arabe: 240
Pagine Romane: xxvii






Utilizziamo i cookie di profilazione, anche di terze parti, per migliorare la navigazione, per fornire servizi e proporti pubblicità in linea con le tue preferenze. Se vuoi saperne di più o negare il consenso a tutti o ad alcuni cookie clicca qui. Chiudendo questo banner o proseguendo nella navigazione acconsenti all’uso dei cookie.

X