Contemporary Issues in Luxury Brand Management Paperback / softback
Edited by Sylvie Studente, Eleonora Cattaneo
Part of the Mastering Luxury Management series
Paperback / softback
Description
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.
Information
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Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:162 pages, 5 Tables, black and white; 8 Line drawings, black and white; 2 Halftones, black and white
- Publisher:Taylor & Francis Ltd
- Publication Date:31/03/2023
- Category:
- ISBN:9780367859305
£39.99
£39.35
Information
-
Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:162 pages, 5 Tables, black and white; 8 Line drawings, black and white; 2 Halftones, black and white
- Publisher:Taylor & Francis Ltd
- Publication Date:31/03/2023
- Category:
- ISBN:9780367859305
