1. History and concept of luxury -- 2. The luxury market -- 3. Luxury market and the Service-dominant logic paradigm -- 4. How to position a luxury product -- 5. Luxury consumer behavior -- 6. Defining the Persona: Segmentation and targeting -- 7. Developing strong luxury brands for products and...

This chapter focuses on the marketing of preventive (prophylactic) vaccines. Preventive vaccines differ from therapeutic pharmaceuticals in a number of ways and pose distinctive marketing challenges. We first provide background information on the vaccine industry. We next analyze the main...

This study aims to determine the effect of product innovation and marketing strategies on consumer purchasing decisions in the Light Roof Steel Industry in Indonesia. The method used is explanatory research with analysis techniques using statistical analysis with regression testing, correlation,...

Marketing communication plays a major role in influencing consumer purchases in new product categories. An important question about this communication is whether it plays an informative or a persuasive role over the life cycle of the new product category. We expect that consumers are not well...