UID:
almahu_9949501733002882
Umfang:
1 online resource.
ISBN:
9781000829358
,
1000829359
,
9781003015826
,
1003015824
,
1000829278
,
9781000829273
Serie:
Mastering luxury management
Inhalt:
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.
Weitere Ausg.:
Print version: ISBN 9780367859282
Weitere Ausg.:
ISBN 0367859289
Weitere Ausg.:
ISBN 9780367859305
Weitere Ausg.:
ISBN 0367859300
Sprache:
Englisch
Fachgebiete:
Wirtschaftswissenschaften
DOI:
10.4324/9781003015826
URL:
https://www.taylorfrancis.com/books/9781003015826
