Marketing Luxury Services: Concepts, Strategy, and Practice is a comprehensive and academically grounded guide for students, professionals, and aspiring leaders in the luxury industry. Offering a rare blend of theory and real-world insight, this textbook unpacks the complexities of marketing luxury services, a category often more nuanced and emotionally driven than products alone.

The Book Reveals Several Core Lessons, Including:

• A historical and cultural overview of luxury and its evolving definitions, setting the foundation for modern luxury marketing practices.
• Strategic insights into positioning, pricing, and promotion tailored specifically to luxury services.
• A framework for understanding the “8 Ps” of luxury marketing, combining the classic marketing mix (Product, Place, Promotion, Price) with the service-dominant logic (People, Process, Panorama, and Productivity).
• Deep dives into brand communication, value perception, and global expansion strategies tailored to high-net-worth consumers.
• Real-world case studies and contributions from luxury marketing practitioners bring the theory to life with practical application.
• Guidance on aligning luxury service delivery with experience, emotion, and personalization, the key expectations of today’s affluent clientele.
• Emphasis on the critical balance between exclusivity and accessibility in a service environment.

Whether you’re a student exploring luxury marketing for the first time or a professional refining your strategic toolkit, Marketing Luxury Services equips readers with a holistic view of how luxury brands must adapt their approach when the product is intangible, emotional, and experience-based.

This textbook is an essential read for those looking to navigate and lead in the evolving world of luxury service management.

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To learn more about The Luxury Library, view the 21 must-read books