A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
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Descrizione libro Wiley, 2008. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: INTRODUCTIONCHAPTER 1 - SPECIFICITIES OF THE LUXURY INDUSTRYWHAT IS SO DIFFERENT ABOUT THE LUXURY INDUSTRY? The meaning of size Sales figures are difficult to compare How many employees? The specific financial characteristics A very high break even A limited cash need A different time frame a) The specific case of the fashion cycle b) The time necessary for a turn around or a major change KEY TO SUCCESS IN LUXURY GOODS 1. The need for a strong name Why are you better off with the name of a person? Brand extension and legitimacy To make products that can be identified a) The primacy of design b) The "reason for being" behind each product Products must be part of the social and cultural environment a) How to keep in line with social trends? b) Should one react when out of phase with the trends? THE MAJOR OPERATORS 1. What is the size of the luxury market? How the French and the Italian perform? It this an oligopoly or an open market? The three large corporations a) LVMH b) Richemont c)PPR Gucci Can the mono brand company survive?CHAPTER 2 - MAJOR LUXURY SECTORSA THE READY TO WEAR ACTIVITIES 1. The specific fashion business and the way to operate The different nationalities How to develop a brand? How to make money? 2. Key management issues a) The creative process b) The worldwide presence c) Why is it difficult to make money? 3. The most frequent organization structure B. THE PERFUMES AND COSMETICS BUSINESS 1. The perfumes and cosmetic market a) Consumer expectations b) Product types c) The financial aspect 2. The major operators a) The major brands b) The major corporations c) Is there room for outsiders? 3. Key management issues a) Sophisticated marketing b) Worldwide advertising and promotion c) Managing distribution networks Organization structures C. WINES AND SPIRITS 1. The wines and spirits market a) The "brown" products b) The "white" products c) Champagnes d) Other categories 2. The major operators a) The major brands b) The major corporations 3. Key management issues a) Dealing with mass merchandisers b) The need for a worldwide structure c) Financing inventories d) The need for "pull" marketing 4. Organization structures D. THE WATCH AND JEWELRY MARKET 1. The market a) The jewelry market b) The watch market 2. The major operators a) The jewelry brands b) The watch brands 3. KEY MANAGEMENT ISSUES a) Retail versus wholesale b) Pricing and product lines for jewelry and watches c) The risk of the major customer 4. Organization structuresCHAPTER 3 - THE POWER OF THE LUXURY BRANDA. THE VALUE OF A BRAND 1. The methodology of Interbrands 2. The luxury brand in the total universe of brands 3. The luxury brands in the top 100 B. THE CHARACTERISTICS OF A BRAND 1. The brand as contract 2. Brands and time 3. Brands and society C. THE BRAND AND ITS SIGNS 1. Brand names 2. Logos a) The functions of the logo b) A few forms of logo c) Managing logos d) Logomania. Codice libro della libreria ABE_book_new_0470823267
Descrizione libro Wiley, 2008. Hardcover. Condizione libro: New. book. Codice libro della libreria 0470823267
Descrizione libro Wiley, 2008. Hardcover. Condizione libro: New. 1. Codice libro della libreria DADAX0470823267
Descrizione libro Wiley, 2008. Hardcover. Condizione libro: New. Codice libro della libreria SONG0470823267
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97804708232621.0
Descrizione libro Wiley, 2008. Hardcover. Condizione libro: New. Codice libro della libreria P110470823267
Descrizione libro Wiley. Hardcover. Condizione libro: New. 0470823267 New Condition. Codice libro della libreria NEW4.0243628