Studente, Sylvie editor. Cattaneo, Eleonora editor. text bibliography Print books. enk 2023 monographic eng

print

162 pages cm. "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"-- edited by Sylvie Studente and Eleonora Cattaneo. Includes bibliographical references and index. Luxury goods industry Management Brand name products HD9999.L852 C665 2023 9780367859305 2022036826 au 220803 20251228071748.0 22734502 eng