Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies - Softcover

 
9781398606401: Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies
Softcover
ISBN 10: 1398606405 ISBN 13: 9781398606401
Verlag: Kogan Page, 2023

Inhaltsangabe

Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present.Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides for each chapter. This textbook is an invaluable resource for any student studying luxury brand management.

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Über die Autorin bzw. den Autor

Eleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.

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Verlag
Kogan Page
Erscheinungsdatum
2023
Sprache
Englisch
ISBN 10 
1398606405
ISBN 13 
9781398606401
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
360
Herausgeber
Cattaneo Eleonora
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Deutschland

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9781398606746: Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies

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Verlag: Kogan Page, 2023
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