Gurzki H. The Creation of the Extraordinary: Perspectives on Luxury Создание Экстраординарного

Springer, 2020. — 258 p. — (Applied Marketing Science/Angewandte Marketingforschung). — ISBN: 978-3-658-29537-0.Создание ЭкстраординарногоLuxury is as old as humankind and has sparked multiple debates throughout of history. In today's consumer society, luxury brands have become aspirational symbols. Yet, to date, a comprehensive overview of the different perspectives that have shaped the discourses about luxury is missing. Hannes Gurzki provides a broad overview of luxury research, highlights and details important perspectives on luxury, and derives practical guidelines for managers based on research. Thereby the author combines insights from different disciplines, such as philosophy, sociology, psychology, anthropology, cultural studies, economics or management, to broaden and deepen our understanding of luxury and its creation principles.The State of Luxury Research: A Bibliometric Citation Analysis
A Brief History of Luxury and Consumption
Perspectives on Luxury: An Integrative Model
The Meaning of Luxury: Decoding Luxury Brand Communications
Discussion of Findings and Implications
Appendixes
Illustration of advertising sample
Literature Overview