KOREASCHOLAR

COMBINING ONE-TO-ONE MARKETING AND HIGH-END LUXURY: THEORY-BUILDING FROM CUSTOMIZED LUXURY SADDLES FOR CHINESE HORSE RIDERS

Laura Helena Hartmann, Achim Spiller
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/270968
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.753-767
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Recently, luxury markets have been flourishing in East Asian and Western cultures.. At the same time, there is a shift from consumption motives like prestige and conspicuousness towards hedonism, experience and individualization. Based on the demand for appropriate marketing strategies, we develop a framework which links one-to-one marketing to luxury.

Keyword
Luxury marketWestern cultureMarketing strategiesFrameworkGlobal luxury brands
Author
  • Laura Helena Hartmann(Georg-August-University Goettingen)
  • Achim Spiller(Georg-August-University Goettingen)