Research Catalog

Title

Let them eat cake : marketing luxury to the masses-as well as the classes / Pamela N. Danziger.

Author

Danziger, Pamela N.

Publication

Chicago, IL : Dearborn Trade Pub., [2005], ©2005.

Items in the Library & Off-site

Details

Description

xix, 299 pages : illustrations; 24 cm

Summary

"In Let Them Eat Cake, Pamela Danziger draws on a major two-year consumer research study and 20 years of her own experience as a marketing consultant to lay down a new direction for luxury goods providers - one that goes beyond the product itself and, instead, offers the luxury "experience" Danziger's research has determined consumers want. New luxury taps into a recent consumer psychology that goes beyond the product itself, she says. It's now about reaching a new level of experience, deeper meaning, richer enjoyment, and more profound feelings."--BOOK JACKET.

Subjects

• Affluent consumers > Psychology
• Consumer behavior
• Luxuries > Marketing

Bibliography (note)

• Includes bibliographical references (p. 287-288) and index.

Contents

1. Today's luxury market -- 2. New luxury - old luxury is about the "thing," new luxury is defined by the experience -- 3. Who is a member of the luxury "class"? -- 4. Luxury consumers - the luxuries they buy, how much they spend, and why they buy -- 5. The inner life of luxury consumers - field guide to the new luxury consumers -- 6. Luxury home products - the products that deliver to people's passion -- 7. Personal luxury products - personal luxury performance parameters -- 8. Luxury experiences and services - it all comes down to the experiences -- 9. Pricing luxuries - it has very little to do with money -- 10. Promoting luxuries - the myths and mysteries of luxury branding -- 11. Retailing and selling luxuries - everything about shopping has changed and it's never going back to the way it was -- 12. Lessons for marketing luxury to the masses and the classes and everyone in between - it all starts and ends with consumers' experience.

ISBN

0793193079 (6x9 hardcover)

LCCN

• 2004023142
• R0-482225

OCLC

• 56632358
• ocm56632358
• SCSB-9615948

Owning Institutions

Columbia University Libraries