Bücher von Gianluigi Guido

Discussing key characteristics of luxury such as craftsmanship and preservation of artisan skills, product quality and durability, and limited quantities of luxury goods, the authors argue that luxury brands are inherently sustainable from economic, social and environmental perspectives.

Presents a theoretical approach for enhancing consumer processing and memory of marketing communication. This book is suitable for academic scholars, and also for marketers who plan ad campaigns and launch new products.