"The meaning of luxury and the type of customer that buys luxury continues to evolve. As a result, companies have to constantly rethink their marketing strategies to keep up with consumers' shifting expectations.The Management of Luxury consists of 26 contributions from 51 international experts...

Preface to the second edition -- The luxury market -- The market and business of luxury : an introduction / Günter Müller-Stewens, Benjamin Berghaus -- Classifying luxury and prodigality / Michael JÄckel -- Exploring luxury consumer behaviour / Prokopis Theodoridis, Sofia Vassou --...

Obwohl Unternehmen vermehrt Künstliche Intelligenz (KI) für verschiedene Marketinganwendungen (z. B. zur Entscheidungsfindung von Managern) einsetzen, ist das derzeitige Verständnis immer noch begrenzt. Es besteht eine Wissenslücke, wie Marketingmanager im Zeitalter der KI erfolgreich sein...

This textbook gives a clear and comprehensive overview of the process of strategic marketing planning. The authors provide a systematic framework that helps to structure the vast and complex marketing knowledge, thus making it more accessible and easier to use for strategic marketing planning....