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© 2020

The Creation of the Extraordinary

Perspectives on Luxury

Book

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Hannes Gurzki
    Pages 1-7
  3. Hannes Gurzki
    Pages 49-62
  4. Hannes Gurzki
    Pages 187-195
  5. Back Matter
    Pages 197-246

About this book

Introduction

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.

Contents 
  • The State of Luxury Research: A Bibliometric Citation Analysis
  • Perspectives on Luxury: An Integrative Model
  • Decoding Luxury Brand Communications
  • Implications for Luxury Brand Management

Target Groups 
  • Researchers and students of marketing, communications, brand and luxury management 
  • Experts of the luxury industry, creative industries, media, consumer goods, and retail

The Author 
Dr. Hannes Gurzki is program director at the European School of Management and Technology in Berlin. He has been working as a strategy consultant for several years. He completed his dissertation with Univ.-Prof. Dr. David M. Woisetschläger at the Institute for Automotive Management and Industrial Production (AIP), Chair of Services Management, at the Technical University Braunschweig.

Keywords

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

Authors and affiliations

  1. 1.BraunschweigGermany

About the authors

Dr. Hannes Gurzki is program director at the European School of Management and Technology in Berlin. He has been working as a strategy consultant for several years. He completed his dissertation with Univ.-Prof. Dr. David M. Woisetschläger at the Institute for Automotive Management and Industrial Production (AIP), Chair of Services Management, at the Technical University Braunschweig.

Bibliographic information

  • Book Title The Creation of the Extraordinary
  • Book Subtitle Perspectives on Luxury
  • Authors Hannes Gurzki
  • Series Title Applied Marketing Science / Angewandte Marketingforschung
  • Series Abbreviated Title Applied Marketing
  • DOI https://doi.org/10.1007/978-3-658-29538-7
  • Copyright Information Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management Business and Management (R0)
  • Softcover ISBN 978-3-658-29537-0
  • eBook ISBN 978-3-658-29538-7
  • Series ISSN 2627-1982
  • Series E-ISSN 2627-2008
  • Edition Number 1
  • Number of Pages XVII, 246
  • Number of Illustrations 1 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
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