The new book "Luxury Marketing and Management" by Dr. Daniel A. Langer and Prof. Dr. Oliver P. Heil (PhD) takes the understanding of luxury to the next level. It is written for managers, researchers and consumers, who want to expand their expertise on the topic.

What is luxury, really? This book provides fundamentally new insights into the seemingly elusive concept of luxury using examples from real life and precise cases. The outstanding feature is the development of the first numerical luxury index allowing managers to compare various categories and signaling product opportunities. The concept of luxury signals leads to a large variety of additional marketing opportunities. Also, a new, precise and operational definition of luxury is developed. Providing empirical insights for Europe, America and Asia this book opens challenging perspectives to all those concerned with luxury.

The authors are co-directors of the Center for Research on Luxury at the University of Mainz, which has the ambition to pioneer the research on luxury and to provide world-class publications and education on the topic. For updates on luxury research and events, see www.luxury-research.org.

"The book Luxury: Marketing & Management will be of considerable interest to both managers and academics seeking to understand and manage luxury goods in the 21st Century."
Prof. Dr. David B. Montgomery
Stanford University & former Dean, Singapore Management University

"This new and interesting research provides insight into the unique world of luxury and I have no doubt will prove a fascinating read for consumers and managers. Rolls-Royce Motor Cars has been at the pinnacle of automotive luxury for over 100 years and it is enlightening to see scientific research on the industry."
Torsten Müller-Ötvös
CEO Rolls-Royce Motor Cars Ltd

"This book provides a large coverage of research on luxury, combined with new practical approaches, such how to analyze the luxury potential of a category on the basis of the price differentials. Very enlightening reading for managers and consumers alike."
Prof. Dr. Gilles Laurent
HEC Paris

"Many asked me in the course of the year what is the essence of luxury, and there is in my opinion a one world answer to this: luxury is pure emotion. In their book the authors provide an elaborated overview on luxury both from a researcher's and a manager's perspective. It's a must-read for those interested in luxury."
Pietro Beccari
Executive Vice President Louis Vuitton

"As a maker of high-end mechanical watches, we are impressed by the precision of this analysis on the meaning of luxury today and the practical and valuable conclusions for a successful management of luxury products. Most interesting work!"
Philippe Merk
CEO Audemars Piguet

"This book's development of luxury signals provides a new and creative perspective of luxury. Reading it will amount to a very good investment for managers and be enlightening for consumers of luxury items around the globe. Fun to read!"
Prof. Dr. Kris Helsen
Hong Kong University of Science & Technology (HKUST)

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