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The luxury market is in constant flux and it is therefore of paramount importance to understand the underlying customer motives and trends therein that actually drive this change. For example, newer generations of consumers tend to value experience over ownership, new money is becoming old money, and even old money is shopping online these days. This book aims to offer the reader a single theoretical framework, which integrates leading consumer demand and marketing models from literature, and is designed specifically to serve both as a "how to" manual for marketeers of luxury goods and as a "that's why" manual for consumers thereof. Throughout the book, relevant quotes from literature and industry executives are presented to strengthen the arguments. At the end of the book, the developed framework is applied to the author's own field of biofuels as a case study. You will never look at luxury consumers or producers in the same way after reading this book!
A propos de l'auteur
Michael Boot, formado originalmente como ingeniero mecánico, adquirió más tarde conocimientos empresariales en el trabajo como empresario y de vuelta al banco de estudios mediante un programa de MBA ejecutivo. Trabaja a tiempo parcial en la Universidad Tecnológica de Eindhoven y en la Universidad RWTH de Aquisgrán desarrollando nuevos biocombustibles, junto a su otro trabajo como empresario en el mismo campo.
Résumé
- A vampire hunter, Izark, one day meets gorgeous and sexy silver-haired
Tristan, a vampire. Their sensual, nighttime escapades draw them closer
together... but is it a blessing, or a curse?
