The document introduces the 6 P's of Luxury Marketing framework, which includes People, Product, Passion, Pleasure, Purpose, and Price. It argues that luxury marketers need to take a more nuanced approach that recognizes diversity among luxury consumers. The 6 P's framework allows marketers to understand consumers beyond basic demographics and build longer-lasting relationships. Each P encompasses an important aspect of how luxury consumers experience and interact with brands.
2. Table of ConTenTs
The Luxury Buyer………………………………………….……….…………….…………………………3
The 6P’s of Luxury Marketing…………………………….………….………….…………….……………5
• People
• Product
• Passion
• Pleasure
• Purpose
• Price
The Pragmatics: Conclusion and Managerial Implications…………………………………………….….…11
Biography…………………………………………………………………………………………………13
Bibliography………………………………………………………………………………………….…14