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Management for Professionals

The New Luxury Experience

Creating the Ultimate Customer Experience

Authors: Batat, Wided

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  • Provides marketers and luxury brand managers with an applied and operational vision of customer experience with luxury brands
    Presents new luxury marketing strategy based on consumer experience
    Features case studies and interview from international luxury brands such as Dior, Burberry, Louis Vuitton and Porsche

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eBook 53,49 €
price for Spain (gross)
  • ISBN 978-3-030-01671-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 67,59 €
price for Spain (gross)
  • ISBN 978-3-030-01670-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined.

How do consumers define luxury? Is there one luxury or several “luxuries”? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences – not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun.

Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience.

 

Praise for The New Luxury Experience

“This book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases.”

 -- Ravi Dhar, Director, Yale Center for Customer Insights, Yale University

“Wided Batat’s book offers a fresh, insightful and comprehensive analysis of the concept of the consumer’s experience with luxury whatever that may be. The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services.  I also commend the consideration given to the younger generations’ approach to luxury and to corporate social responsibility aspects.  Luxury marketers should find this book very useful indeed.”

-- Francesca Dall’Olmo Riley, Professor of Brand Management, Kingston Business School, UK


About the authors

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience: the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design.

Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook 53,49 €
price for Spain (gross)
  • ISBN 978-3-030-01671-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 67,59 €
price for Spain (gross)
  • ISBN 978-3-030-01670-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
The New Luxury Experience
Book Subtitle
Creating the Ultimate Customer Experience
Authors
Series Title
Management for Professionals
Copyright
2019
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-01671-5
DOI
10.1007/978-3-030-01671-5
Hardcover ISBN
978-3-030-01670-8
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XXVII, 240
Number of Illustrations
25 b/w illustrations, 16 illustrations in colour
Topics