Brand Management and Marketing of Luxury Goods

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The book delves into the complexities of luxury brand marketing, emphasizing the paradox of increasing sales while maintaining exclusivity. It explores how luxury brands must be desirable yet remain inaccessible to preserve their allure. By analyzing the marketing mix—product, place, price, and promotion—the text highlights the unique challenges and strategies involved in managing luxury brands compared to ordinary ones. The insights aim to guide effective luxury brand management that navigates the inherent tensions of desirability and exclusivity.