Brand management and marketing of luxury goods /
The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many...
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| Online Access: | Electronic book from EBSCO |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: | Hamburg, Germany : Anchor Academic Publishing, 2014. ©2014 |
| Subjects: |