About Prof. Dr. Andrea Bookhagen
Andrea Bookhagen, holding the chair for Marketing at Munich Business School, has her focus on Brand Management and Luxury Management. After graduating in business administration at the Technical University in Berlin, she worked for various consulting companies in the fields of innovation management, brand management and growth strategies. In addition to her professorship, Bookhagen has been working as a freelance consultant for marketing and market research since 2011.

Luxury 2.0? The Digitalization of Exclusivity

September 19, 2014

Whether Louis Vuitton, Cartier, Rolls Royce or Mandarin Oriental Hotels ‒ the offers of these brands aim at triggering desires for or at least associations with Luxury. Luxury products and services, as they are offered […]