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Rethinking Luxury by Dr Martin C. Wittig, Philip Beil, Dr Fabian Sommerrock, Markus Albers

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CHAPTER NINE

CAPTIVATING LUXURY CONSUMERS

Creating loyal customer relationships in a climate of declining brand commitment

RETHINKING LUXURY

Loyalty programmes often fail –

either conceptually or in generating

a profit. This is as true for

luxury brands as it is for brands

in general. From our perspective,

the main points of discussion here are

mission, scope, the application

of knowledge about customers, staff

and expectations of technology.

It sounds easy, but luxury brands should

not underestimate the task

of moving into loyalty programmes. ...

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