Luxury Consumer Archetypes : And how to service them

ISBN-13: 9783330069039 / Angielski / Miękka / 2017 / 96 str.

Michael Boot

Opis

The luxury market is in constant flux and it is therefore of paramount importance to understand the underlying customer motives and trends therein that actually drive this change. For example, newer generations of consumers tend to value experience over ownership, new money is becoming old money, and even old money is shopping online these days. This book aims to offer the reader a single theoretical framework, which integrates leading consumer demand and marketing models from literature, and is designed specifically to serve both as a "how to" manual for marketeers of luxury goods and as a "that's why" manual for consumers thereof. Throughout the book, relevant quotes from literature and industry executives are presented to strengthen the arguments. At the end of the book, the developed framework is applied to the author's own field of biofuels as a case study. You will never look at luxury consumers or producers in the same way after reading this book!

O autorze

Michael Boot, originally trained as a Mechanical Engineer, later acquired business skills on the job as an entrepreneur and back in the school bench via an executive MBA program. He works part-time at Eindhoven University of Technology and RWTH Aachen University developing new biofuels, next to his other job as an entrepreneur in the same field.