Contemporary Issues in Luxury Brand Management (eBook, PDF)

Redaktion: Studente, Sylvie; Cattaneo, Eleonora

• Format: PDF

Produktbeschreibung

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.

Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.

With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 180
• Erscheinungstermin: 31. März 2023
• Englisch
• ISBN-13: 9781000829273
• Artikelnr.: 67503029

Autorenporträt

Sylvie Studente is Assistant Professor at Regent's University London. Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.

Inhaltsangabe

SECTION 1: PEOPLE AND HISTORY   Chapter 1: Luxury Throughout History  
Chapter 2: Luxury Start-Ups   Chapter 3: Contemporary People Issues in
Luxury Brand Management   SECTION 2: LUXURY PRODUCTS   Chapter 4: Legal
Protection for Luxury Goods and the Counterfeiting Challenge   Chapter 5:
The Case of the Wine Experience   Chapter 6: Luxury and Sustainability  
SECTION 3: DIGITAL BUSINESS   Chapter 7: Social Media Marketing in Luxury
Brand Management   Chapter 8: Digital Marketing and Analytics for Luxury
Brands   Chapter 9: The Future of Commerce with Digital Business