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The relationship between luxury companies and their customers has changed. The question is, if these changes are in favor or disfavor for luxury brands and their prestigious image. The book analyses the highly debated phenomenon of "Trading Up" and new luxury consumer behavior. Detailed management implications in the end illustrate how luxury brands can successfully confront these changes. Secondary research helps to define the main concepts of the area of research, while primary research in form of interviews with industry experts (Chanel, Valentino) helps to analyze today's luxury sector.Biografía del autor:
Anta Kleschinski is a luxury goods professional with international background. She acquired her knowledge through working for the Estée Lauder Companies, Valentino Couture and Elie Saab. Anta was born and raised in Germany and at the age of 28 has lived in Sydney, Paris and London.
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