Kveta Olsanova, Gina Cook, Marija Zlatic

Luxury Marketing and Brand Strategy

Theory and Practice for a Changing World

• Broschiertes Buch

Produktbeschreibung

This text provides a comprehensive and strategic overview of luxury marketing and brand management, guiding brands to balance tradition with innovation as they navigate modern challenges and seize opportunities in a rapidly evolving global market.

Produktdetails

• Mastering Luxury Management
• Verlag: Taylor & Francis Ltd
• Seitenzahl: 262
• Erscheinungstermin: 2. September 2025
• Englisch
• Abmessung: 244mm x 170mm x 14mm
• Gewicht: 580g
• ISBN-13: 9781032973951
• ISBN-10: 1032973951
• Artikelnr.: 73779606

Autorenporträt

Kv¿ta Olanová is Associate Professor at the Prague University of Economics and Business. Dr. Olanová has an extensive marketing background and close connections with the luxury industry. Gina Cook is Professor in the College of Business at Metropolitan State University of Denver in Colorado, USA, where she teaches international business and marketing courses. Marija Zlati¿ taught marketing for many years at Prague University of Economics and Business and has recently transitioned into the private sector, focused on luxury strategy and technology.

Inhaltsangabe

1. Flashback to the Origins of Luxury 2. The Worlds of Luxury 3. Luxury
Geography and Demographics: Understanding the Basics of "Who" and "Where"
4. The Enduring Principles Specific to Luxury Brand Management 5.
Distribution: Balancing Traditional Channels and E-Commerce 6. Corporate
Social Responsibility and Sustainability 7. Emerging Technologies in the
Management of Luxury Brands