Contemporary Issues in Luxury Brand Management

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Autors:	Sylvie Studente, Eleonora Cattaneo
Lapaspušu skaits:	162
Izdošanas gads:	2023
Preces ID:	23035731

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"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"--
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.

Kopīgā informācija par: Contemporary Issues in Luxury Brand Management

Preces ID:	23035731
Kategorija:	Ekonomikas grāmatas
Preču iepakojumu skaits:	1 gab.
Iepakojuma izmēri un svars (1):	0,3 x 0,3 x 0,1 m, 0,2 kg
Izdevniecība:	Taylor & Francis Ltd
Izdošanas valoda:	Angļu valoda
Tips:	Ekonomika
Autors:	Sylvie Studente, Eleonora Cattaneo
Lapaspušu skaits:	162
Izdošanas gads:	2023

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