03148cam a22003858i 4500 in00024297043 DLC 20251229093903.0 t 250808s2026 enk b 001 0 eng 2025012228 9781032973951 (paperback) DLC eng rda DLC DLC-MRC AU pcc Alfaisal Main Library HD9999.L852 O37 2026 Olšanová, Květa author aut http://id.loc.gov/vocabulary/relators/aut Luxury marketing and brand strategy : theory and practice for a changing world / Květa Olšanová, Gina Cook and Marija Zlatić. 2508 Abingdon, Oxon ; New York, NY : Routledge, ©2026 244 pages text txt rdacontent unmediated n rdamedia volume nc rdacarrier Mastering luxury management Includes bibliographical references and index. "This text provides a comprehensive and strategic overview of luxury marketing and brand management, guiding brands to balance tradition with innovation as they navigate modern challenges and seize opportunities in a rapidly evolving global market. The book explores the core aspects of luxury branding, including the defining traits of luxury brands, the dominance of major luxury groups, and the resilience of independent brands with storied histories. It explores the delicate balance required to maintain a brand's luxury status amidst evolving consumer expectations, technological advancements, and sustainability concerns. Students will gain insight into innovative marketing strategies, from the use of NFTs and blockchain to the integration of AI and the metaverse in enhancing customer experiences. Offering a clear and engaging pathway through the complexities of luxury brand management, the authors draw on their extensive academic and professional experience, presenting a rich blend of theoretical insights and real-world global and cross-industry case studies from prestigious brands like Cartier, Van Cleef & Arpels, Chanel, Ferrari, Orient-Express and many others. This textbook is designed to be the cornerstone for advanced undergraduate and postgraduate courses in Luxury Marketing and Luxury Brand Management. With a focus on the latest trends and future directions in luxury marketing, Luxury Marketing and Brand Strategy is not only an academic resource but also a practical guide for navigating and succeeding in the dynamic luxury market. Online resources include PowerPoint lecture slides and a test bank"-- Provided by publisher. Luxury goods industry Marketing Selling Luxuries Print books. local 4 Cook, Gina (College professor) author http://id.loc.gov/vocabulary/relators/aut Zlatić, Marija author http://id.loc.gov/vocabulary/relators/aut Online version Olšanová, Květa Luxury marketing and brand strategy 1 New York : Routledge, 2025 9781003593706 (DLC) 2025012229 lcc BOOKS 608232 608232 0 0 lcc 0 0 AU AU GEN 2025-12-29 0 HD9999.L852 O37 2026 AU00000000021216 2025-12-29 09:40:47 425.00 2025-12-29 BOOKS