Marketing Luxury Services

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 services.- 8. Creating competitive products.- 9. Place strategies for luxury brands.- 10. Managing pricing and value of luxury brands.- 11. Communication strategies and tools for luxury brands.- 12. Managing people for the luxury market.- 13. Process management and operations for luxury brands.- 14. Managing the luxury Panorama for great experiences.- 15. Strategical Satisfaction Management.- 16. Culture and leadership

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• Psicologia ocupacional e industrial
• Vendas e marketing
• Industria e estudos industriais
• Indústrias de serviços

luxury marketing;new product development;service-dominant logic;consumer behavior;marketing channels;pricing;brand communication;luxury brands;logistics;services marketing