Contemporary Issues in Luxury Brand Management
eBook - ePub

Contemporary Issues in Luxury Brand Management

Sylvie Studente, Eleonora Cattaneo, Sylvie Studente, Eleonora Cattaneo

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  1. 162 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Contemporary Issues in Luxury Brand Management

Sylvie Studente, Eleonora Cattaneo, Sylvie Studente, Eleonora Cattaneo

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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.

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Information

Publisher
Routledge
Year
2023
ISBN
9781000829358
Edition
1
Topic
Negocios y empresa
Subtopic
Marketing
Index
Marketing

Table of contents