Let them eat cake : marketing luxury to the masses-as well as the classes
by
Danziger, Pamela N.
Title
:
Let them eat cake : marketing luxury to the masses-as well as the classes
Author
:
Danziger, Pamela N.
ISBN
:
9780793193073
Personal Author
:
Danziger, Pamela N.
Publication Information
:
Chicago, IL : Dearborn Trade Pub., c2005.
Physical Description
:
xix, 299 p. : ill. ; 24 cm.
Contents
:
1. Today's luxury market -- 2. New luxury - old luxury is about the "thing," new luxury is defined by the experience -- 3. Who is a member of the luxury "class"? -- 4. Luxury consumers - the luxuries they buy, how much they spend, and why they buy -- 5. The inner life of luxury consumers - field guide to the new luxury consumers -- 6. Luxury home products - the products that deliver to people's passion -- 7. Personal luxury products - personal luxury performance parameters -- 8. Luxury experiences and services - it all comes down to the experiences -- 9. Pricing luxuries - it has very little to do with money -- 10. Promoting luxuries - the myths and mysteries of luxury branding -- 11. Retailing and selling luxuries - everything about shopping has changed and it's never going back to the way it was -- 12. Lessons for marketing luxury to the masses and the classes and everyone in between - it all starts and ends with consumers' experience.
Abstract
:
"In Let Them Eat Cake, Pamela Danziger draws on a major two-year consumer research study and 20 years of her own experience as a marketing consultant to lay down a new direction for luxury goods providers - one that goes beyond the product itself and, instead, offers the luxury "experience" Danziger's research has determined consumers want. New luxury taps into a recent consumer psychology that goes beyond the product itself, she says. It's now about reaching a new level of experience, deeper meaning, richer enjoyment, and more profound feelings."--BOOK JACKET.
Subject Term
:
Affluent consumers -- Psychology.
Luxuries -- Marketing.
Consumer behavior.
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168020394231 | 658.8343 D199L 2005 | 1 |