| 000 | 03148cam a22003858i 4500 | ||
|---|---|---|---|
| 001 | in00024297043 | ||
| 003 | DLC | ||
| 005 | 20251229093903.0 | ||
| 007 | t | ||
| 008 | 250808s2026 enk b 001 0 eng | ||
| 010 | _a 2025012228 | ||
| 020 |
_a9781032973951 _q(paperback) |
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| 040 |
_aDLC _beng _erda _cDLC _dDLC-MRC _dAU |
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| 042 | _apcc | ||
| 049 | _aAlfaisal Main Library | ||
| 050 | 0 | 0 |
_aHD9999.L852 _bO37 2026 |
| 100 | 1 |
_aOlšanová, Květa _eauthor _4aut _4http://id.loc.gov/vocabulary/relators/aut |
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| 245 | 1 | 0 |
_aLuxury marketing and brand strategy : _btheory and practice for a changing world / _cKvěta Olšanová, Gina Cook and Marija Zlatić. |
| 263 | _a2508 | ||
| 264 | 1 |
_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c©2026 |
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| 300 | _a244 pages | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 490 | 0 | _aMastering luxury management | |
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _a"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. | ||
| 650 | 0 |
_aLuxury goods industry _xMarketing |
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| 650 | 0 |
_aSelling _xLuxuries |
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| 655 | 0 |
_aPrint books. _2local _94 |
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| 700 | 1 |
_aCook, Gina _c(College professor) _eauthor _4http://id.loc.gov/vocabulary/relators/aut |
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| 700 | 1 |
_aZlatić, Marija _eauthor _4http://id.loc.gov/vocabulary/relators/aut |
|
| 776 | 1 |
_iOnline version _aOlšanová, Květa _tLuxury marketing and brand strategy _b1 _dNew York : Routledge, 2025 _z9781003593706 _w(DLC) 2025012229 |
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| 942 |
_2lcc _cBOOKS |
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| 999 |
_c608232 _d608232 |
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