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 Posted: Mon 6:20, 09 May 2011 Post subject: Quelch writes the proclaiming Knowhow weblog becau |
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[link widoczny dla zalogowanych]
One of the best-known academic minds in advertising is John Quench, a 30-year veteran of Harvard Company College and one of ten marketing experts silhouetted from the 2007 book Conversations With advertising Masters [link widoczny dla zalogowanych], along Laura Mazur and Luella Miles. Quenchs personal co-authored book, greater Good: How good Marketing Makes for far better Democracy [link widoczny dla zalogowanych], points out that advertising serves a higher intention in society than merely relocating products. Quelch writes the advertising Knowhow weblog for Harvard Business. Here he talks to BNET concerning the two sorts of luxury buyers and how to hang onto them inside of a recession.
You’ve said there are two sorts of luxury consumers. What are they?
I separate the luxury market place into “must-haves “and “wannabes.” people of the earliest set have incorporated luxury into their lifestyles and find to retain that lifestyle in the face of recession. Really high net worth people occupy the best rung of the must-haves. They are largely inoculated from the downturn. Even if theyve lost a great deal of income from the recession, they are nonetheless ultra rich. For the other hand, those must-haves who have come to be financially strapped are immediately purchasing luxury things at lower price tag points or getting them much less often, but never compromising ashore quality.
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