The New Luxury Experience Creating the Ultimate Customer Experience
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., so
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Wided Batat
The New Luxury Experience Creating the Ultimate Customer Experience
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Wided Batat
The New Luxury Experience Creating the Ultimate Customer Experience
Wided Batat B&C Consulting Group Paris, France
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-030-01670-8 ISBN 978-3-030-01671-5 (eBook) https://doi.org/10.1007/978-3-030-01671-5 Library of Congress Control Number: 2018962965 © Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
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
Preface
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 experiences – not ju
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