TY  - BOOK
AU  - Studente,Sylvie
AU  - Cattaneo,Eleonora
TI  - Contemporary issues in luxury brand management
T2  - Mastering luxury management
AV  - HD9999.L852 C665 2023
PY  - 2023///
CY  - Abingdon, Oxon, New York, NY
PB  - Routledge
KW  - Luxury goods industry
KW  - Management
KW  - Brand name products
KW  - Print books
KW  - local
N1  - Includes bibliographical references and index
N2  - "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"--
ER  -