The Creation of the Extraordinary: Perspectives on Luxury (Applied Marketing Science / Angewandte Marketingforschung)

Luxury 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, cultura l studies, economics or management, to broaden and deepen our understanding of luxury and its creation principles.