For those engaging in fieldwork in a business setting, this book offers guidance and support from the initial project assignment and client meeting to the closing presentation and exit meeting. Practical advice is provided throughout the consulting process with chapters devoted to establishing...

Despite the public profile of many luxury brands, little is known about the positioning and marketing of these products, or the consumer interpretations of each brand. This article reports on a two‐part study in an attempt to understand the dynamics of this market. The first study reports on...