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Atividade
| 113557 - Luxury Branding |
| Data da turma: | 26/07/2023
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| Descrição: | 1. Introducão
2. O conceito de luxo 3. Os consumidores do luxo 4. Branding para produtos de luxo 5. Encerramento Bibliografia ALIYEV, Farhad; URKMEZ, Taylan; WAGNER, Ralf. A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis. Management Review Quarterly, v. 69, p. 233-264, 2019. CHEVALIER, Michel; MAZZALOVO, Gerald. Luxury brand management. John Wiley, 2012. HEMZO, Miguel Angelo. Marketing Luxury Services. Palgrave, 2023 KAPFERER, Jean-Noël. Managing luxury brands. Advances in luxury brand management, p. 235-249, 2017. KAPFERER, Jean-Noël. Why are we seduced by luxury brands?. Journal of Brand Management, v. 6, n. 1, p. 44-49, 1998. KAPFERER, Jean-Noël; BASTIEN, Vincent. The luxury strategy: Break the rules of marketing to build luxury brands. Kogan page publishers, 2012. KELLER, Kevin Lane. Managing the growth tradeoff: Challenges and opportunities in luxury branding. Advances in luxury brand management, p. 179-198, 2017. KO, Eunju; COSTELLO, John P.; TAYLOR, Charles R. What is a luxury brand? A new definition and review of the literature. Journal of Business Research, v. 99, p. 405-413, 2019. LENT, Robin; TOUR, Genevieve. Selling luxury: connect with affluent customers, create unique experiences through impeccable service, and close the sale. John Wiley & Sons, 2009. OECHSLI, Matt. The art of selling to the affluent: how to attract, service, and retain wealthy customers and clients for life. John Wiley & Sons, 2014. OKONKWO, Uché. The luxury brand strategy challenge. Journal of brand management, v. 16, p. 287-289, 2009. PATRICK, Vanessa M.; HAGTVEDT, Henrik. Luxury branding. Handbook of brand relationships, p. 267-280, 2009. WIRTZ, Jochen; HEMZO, Miguel Angelo; LOVELOCK, Christopher. Marketing de serviços: pessoas, tecnologia e estratégia. 8th ed. São Paulo, 2020. |
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| Carga Horária: |
4 horas |
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| Tipo: | Obrigatória | ||||
| Vagas oferecidas: | 100 | ||||
| Ministrantes: |
Miguel Angelo Hemzo |
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