Marketing Management of Luxury Providers

Keiko Kirihara and Marc Aeberhard discuss the role of globalization versus regionalization on the one hand, but also the importance of luxury brands and their influence on purchasing decisions in comparison to the consumer goods industry and tourism on the other hand, taking into account sociocultural factors and demographic parameters. The journalist Juliet Kinsman focuses on the importance of modern media, which not only serves as a means to the end of “been there, done that,” but can also be used specifically for self-reflection and the creation of meaning. She argues that the SENSEful handling and use of media makes a sustainable contribution to the responsible handling of one’s own being. Marc Aeberhard also elaborates in his contribution on management instruments in the luxury hotel industry. He makes a strict distinction between high-end and top-end hotels and underlines the outstanding importance and the necessary, intensive involvement with people, who are always the focus of attention in the provision of services, but also in demand. Magda Antonioli Corgliano and Sara Bricchi highlight the pioneering role of luxury tourism. They show how status, brand recognition, but also authenticity or uniqueness characterize luxury. The change in definition from tangible to intangible criteria becomes significant. In short, it is about anything that money cannot buy.