High-end / luxury marketing: brand-building, brand management, brand identity, brand personality, consumer behavior & retail management, digital / social media.

Market Research

Large-scale online surveys as well as in-depth interviews & focus groups, digital / social media studies, data analysis.


Content Management Systems: brand / campaign landing pages, brand communities, database applications, e-commerce.

Training & Education

Academic and business publications in books and journals, presentations at conferences, lectures / workshops / seminars, study trips.

The Team

IT, eCommerce


High-end Branding

China, Germany

High-end Consumer Behavior, Market Research


High-end Retail, Social Media

China, France

Project Management, Education

Germany, South Africa

Fashion & Interior Design

China, Switzerland

High-end Design, Sourcing, Manufacturing & Consulting


Latest News

30 Sep

Call for Papers

23 Jan

Heine, K., and Petersen, F.E. (2015) Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige.

22 Dec

Klaus Heine and Michel Gutsatz (2014) Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned.

Submit papers for our conference track "New Luxury vs. Old Luxury: Luxury Trends and Strategies"
03 Oct

An opportunity to exchange thoughts about luxury brand management, fashion marketing, consumer behavior in fashion, design management, retail, cul

03 Oct

Fresh on the market: "The Management of Luxury" by Benjamin Berghaus, Sven Reinecke and Günter Müller-Stewens, published by Kogan Page.

25 Sep

LRJ is a new cross-disciplinary, peer-reviewed international journal that publishes high-quality conceptual and empirical articles (using quantita

25 Sep

A new book about Wine Business Management edited by Steve Charters & Jérôme Gallo and published by Pearson.

16 Jul

2014 Global Marketing Conference at Singapore “Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice”

01 Mar

Sonntag, Mediengruppe Madsack (2014) Man Gönnt Sich Ja Sonst Alles.

27 Apr

Vera Waldschmidt and Klaus Heine contributed several articles to the Meisterkreis China Compendium.

Read our articles in German here: