{"product_id":"luxury-marketing","title":"Luxury Marketing","description":"\u003cp\u003e\u003cb\u003eA comprehensive postgraduate textbook for understanding and marketing luxury brands in a global context.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eLuxury Marketing\u003c\/i\u003e\u003c\/b\u003e gives postgraduate students in marketing, business, and fashion management practical insight into how luxury brands create value, connect with culture, and stay relevant within a fast-changing market. Written by \u003cb\u003eKent Le\u003c\/b\u003e, it bridges theory and practice to show how digital innovation, sustainability and globalization are redefining the luxury experience.\u003cbr\u003e\u003cbr\u003eThis textbook explores how luxury brands balance exclusivity with accessibility, blending heritage and creativity to sustain desirability. Students learn how history, culture, and psychology shape the meaning of luxury and how marketers translate those influences into powerful brand stories and customer experiences. Real-world examples from Shang Xia, Gaggenau and Aman Resorts demonstrate how leading brands balance tradition with adaptation to new audiences and global markets.\u003cbr\u003e\u003cbr\u003eDesigned to support modules in Luxury Marketing and Luxury Brand Management, this textbook includes:\u003cbr\u003e- Definitions and frameworks      that distinguish luxury from premium branding\u003cbr\u003e- Guidance on integrating      heritage, innovation, and sustainability in strategy\u003cbr\u003e- Exploration of consumer      psychology and the creation of brand desire\u003cbr\u003e- Key concept boxes, review      questions, and applied exercises for classroom use\u003cbr\u003e- Online lecturer resources,      including lecturer slides and an instructor's manual\u003cbr\u003e\u003cbr\u003eWhether studying luxury marketing or preparing for a professional role in brand management, \u003cb\u003e\u003ci\u003eLuxury Marketing\u003c\/i\u003e\u003c\/b\u003e equips students with the insight and confidence to navigate the evolving world of luxury.\u003c\/p\u003e","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":55476846231896,"sku":"9781398624078","price":80.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781398624078_30c845ae-ae2c-46c8-a8b9-a685d701fa21.jpg?v=1780032643","url":"https:\/\/agendabookshop.com\/products\/luxury-marketing","provider":"Agenda Bookshop","version":"1.0","type":"link"}