Ever wondered how some goods and services fall in the luxury category? It's not the price-it's the tag of exclusivity. This exclusivity is the challenge marketers have to deal with along with the brand building, and the artificial scarcity, etc. This book explores the marketing of luxury goods and services and has case studies on LVMH, Burberry, Gucci, Four Seasons Hotels & Resorts, Banyan Tree, Omega, and more.
ABOUT THE AUTHOR K. Suresh
K Suresh (b. 1967) is a mechanical engineer and an MBA from Osmania University. He has eleven years of work experience in industrial marketing, business journalism and as faculty in a business school at Hyderabad. During his stint in business journalism, he covered launch, distribution, promotion and other marketing issues of several products across different categories. His areas of interest are advertising, marketing strategy and rural marketing. He has been a regular contributor to ICFAI magazines on marketing and advertising. At present, he is working as a faculty member at ICFAI Books, an affiliate of the ICFAI University. He has edited several books published by the ICFAI University Press.
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