Marketing Luxury Services

This textbook discusses luxury marketing management considering the broader range of decisions related to the complexities of offering luxury as services. Placing a strong emphasis on strategy as well as positioning and the market it focuses on the challenges in luxury related to the traditional 4 Ps Products Place Promotion and Price in addition applying the servicedominant logic to luxury management in relation to the other 4 Ps in marketing decisions People Process Panorama and Productivity.