Experiencing luxury

Glyn Atwal, assistant professor of marketing at ESC Rennes School of Business, and Alistair Williams, professor of marketing at Johnson & Wales University US, argue that the battlefield for luxury goods marketers lies not in product features and benefits, but in staging meaningful and valued customer experiences.

Experiencing luxury

Glyn Atwal and Alistair Williams

The recently opened Louis Vuitton store on the Champs-Elysées reflects a growing trend within the luxury industry: experiential marketing. European, American, Japanese and Chinese visitors are spending...

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