Description
| Product ID: | 9780367859305 |
| Product Form: | Paperback / softback |
| Country of Manufacture: | GB |
| Series: | Mastering Luxury Management |
| Title: | Contemporary Issues in Luxury Brand Management |
| Authors: | Author: Eleonora Cattaneo, Sylvie Studente |
| Page Count: | 162 |
| Subjects: | Economics, Economics, Business strategy, Sales and marketing, Retail and wholesale industries, Fashion and beauty industries, Business strategy, Sales & marketing, Retail sector, Fashion & beauty industries |
| Description: | Select Guide Rating This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. 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. |
| Imprint Name: | Routledge |
| Publisher Name: | Taylor & Francis Ltd |
| Country of Publication: | GB |
| Publishing Date: | 2023-03-31 |
