Contemporary Issues in Luxury Brand Management (Mastering Luxury Management)

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Synopsis
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.
Copyright:
2023

Book Details

Book Quality:
Publisher Quality
Book Size:
162 Pages
ISBN-13:
9781000829358
Related ISBNs:
9780367859305, 9780367859282, 9781003015826
Publisher:
Taylor and Francis
Date of Addition:
Copyrighted By:
selection and editorial matter, Sylvie Studente and Eleonora Cattaneo
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance, Communication
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.
Edited by:
Sylvie Studente
Edited by:
Eleonora Cattaneo

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