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Contemporary Issues in Luxury Brand Management
Sylvie Studente, Eleonora Cattaneo, Sylvie Studente, Eleonora Cattaneo
- 162 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Contemporary Issues in Luxury Brand Management
Sylvie Studente, Eleonora Cattaneo, Sylvie Studente, Eleonora Cattaneo
About This Book
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.
Frequently asked questions
Table of contents
- Cover
- Endorsement Page
- Half-Title Page
- Series Page
- Title Page
- Copyright Page
- Table of Contents
- About the editors
- List of Contributors
- Preface
- Acknowledgements
- Section 1 People and History
- Section 2 Luxury Products
- Section 3 Digital Business
- Index