Personal Selling for Luxury Brands

Jan Wieseke, Michael Mauer () and Sascha Alavi ()

Chapter 20 in Luxury Marketing, 2013, pp 359-376 from Springer

Abstract: Zusammenfassung The rise of purchasing power among the consumers in the industrialized countries results in an increasing demand for luxury goods and a sustainable growth of the luxury sector. This trend persists and can barely be slowed down by recessions or financial crisis [22]. These long term changes in the luxury market require luxury brands to develop radically new strategies to cope with the new situation.

Keywords: Information Exchange; Manufacturer Brand; Brand Personality; Personal Selling; Power Holder (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-8349-4399-6_20

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