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Contemporary Issues in Luxury Brand Management
Engelsk Paperback
Contemporary Issues in Luxury Brand Management
Engelsk Paperback

553 kr
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Om denne bog

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.

Product detaljer
Sprog:
Engelsk
Sider:
162
ISBN-13:
9780367859305
Indbinding:
Paperback
Udgave:
ISBN-10:
0367859300
Udg. Dato:
31 mar 2023
Længde:
16mm
Bredde:
174mm
Højde:
246mm
Forlag:
Taylor & Francis Ltd
Oplagsdato:
31 mar 2023
Forfatter(e):
Kategori sammenhænge