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

Achim Spiller; Laura Helena Hartmann

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

Laura Helena Hartmann, Achim Spiller

언어ENG
URLhttps://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)

초록

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.

키워드

Luxury market Western culture Marketing strategies Framework Global luxury brands

저자

Achim Spiller(Georg-August-University Goettingen)
Laura Helena Hartmann(Georg-August-University Goettingen)

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