13min chapter

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Summer School 4: Marketing and the Ultimate Hose Nozzle

Planet Money

CHAPTER

The Allure of Luxury Marketing

This chapter explores the evolution of marketing strategies with a focus on customer experience and the emotional connections created by luxury brands. Using the Birkin bag as a case study, the discussion highlights the paradox of desire fostered by scarcity and exclusivity in the luxury market. Through personal anecdotes and practical examples, the chapter delves into the psychological tactics that shape consumer perceptions and drive demand.

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