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" Let them eat cake : "
Pamela N. Danziger.
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BL
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| Record Number
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967348
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| Doc. No
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b721718
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| Main Entry
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Danziger, Pamela N.
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| Title & Author
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Let them eat cake : : marketing luxury to the masses-as well as the classes /\ Pamela N. Danziger.
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| Publication Statement
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Chicago, IL :: Dearborn Trade Pub.,, ©2005.
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| Page. NO
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xix, 299 pages :: illustrations ;; 24 cm
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| ISBN
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0793193079
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: 9780793193073
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| Bibliographies/Indexes
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Includes bibliographical references (pages 287-288) and index.
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| Contents
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Introduction : Why luxury Now? ; Everyone Everywhere Wants more Luxury ; Metaphysics of luxury: luxury is ultimately the unattainable ; branding connects corporate strategy with consumer psychology ; Finding a new direction to luxury: from mass to class and class to mass ; Previewing what's to come -- Part I. What is luxury: where it came from and where it is going : 1. Today's luxury market -- 2. New luxury: old luxury is about the 'thing, ' new luxury is defined by the experience -- Part II. The five Ps of luxury marketing : 3. Who is a member of the luxury "class" -- 4. Luxury consumers: the luxuries they buy, how much they spend and why they buy -- 5. The inner life of the luxury consumers: field guide to the new luxury consumers -- 6. Luxury home products: the products that deliver to the peoples' passion -- 7. Personal luxury products: personal luxury performance parameters -- 8. Luxury experiences and services: it all comes down to the experiences -- 9. Pricing luxuries: it has very little to do with money -- 10. Promoting luxuries: the myths and mysteries of luxury branding -- 11. Retailing and selling luxuries: everything about shopping has changed and it's never going back to the way it was -- Part III. Putting the insights to work in luxury marketing : 12. Lessons for marketing luxury to the masses and the classes, and everyone in between: it all starts and ends with the consumers' experience.
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| Abstract
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"In Let Them Eat Cake, Pamela Danziger draws on a major two-year consumer research study and 20 years of her own experience as a marketing consultant to lay down a new direction for luxury goods providers - one that goes beyond the product itself and, instead, offers the luxury "experience" Danziger's research has determined consumers want. New luxury taps into a recent consumer psychology that goes beyond the product itself, she says. It's now about reaching a new level of experience, deeper meaning, richer enjoyment, and more profound feelings."--BOOK JACKET.
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| Subject
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Affluent consumers-- Psychology.
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Consumer behavior.
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Luxuries-- Marketing.
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Affluent consumers-- Psychology.
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Affluent consumers-- Psychology.
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Consumer behavior.
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Consumer behavior.
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Luxuries-- Marketing.
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Luxuries-- Marketing.
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Marketing.
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Marketingforschung.
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Verbraucherverhalten.
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| Dewey Classification
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658.8/343
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| LC Classification
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HF5415.32.D357 2005
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