The Management of Luxury: A Practitioner's Handbook - Rilegato

Rilegato

ISBN 10: 0749471662 ISBN 13: 9780749471668

Casa editrice: Kogan Page Ltd, 2014

Riassunto

The meaning of luxury and the type of customer that buys luxury continues to evolve. As a result, companies have to constantly rethink their marketing strategies to keep up with consumers' shifting expectations.

The Management of Luxury consists of 26 contributions from 51 international experts that discuss key strategies for premium brand success. Using unique research and case studies from a vast array of leading brands including Burberry, Grey Goose, and Rolex, they examine how luxury is evolving and which fundamental aspects of the business need to be prioritized in a time of change and transition.

The book provides a strategic approach to luxury management and focuses on four key areas: market, brand strategy, business strategy and responsibility. In addition, it analyzes the latest trends, such as the impact of social media and the role of emerging markets, and offers a multicultural perspective designed to create challenges to the traditional, established rules of an ever-evolving industry.

Su questo libro

Recensione:

"Focusing on the key strategic areas of market, brand strategy, business strategy and luxury responsibility, this book delivers a veritable mass of information, much of which even as an industry professional you might not have realised that you needed." (Darren Ingram, business and communications consultant 2015-01-20)

"The Management of Luxury is probably the only book the specialist working in luxury brand management would need to read to feel more prepared to tackle the challenges the luxury market poses, and be able to make more informed decisions." (Branduniq.com 2015-03-25)

"An in-depth survey well suited to any business collection." (Midwest Book Review, The Bookwatch, The Business Shelf)

Descrizione del libro:

A collection of unique contributions on luxury strategy from the world's foremost luxury thought leaders, from renowned academic institutions in Europe, Asia, Australia, and the Americas

Case studies include Louis Vuitton, Leica and Moët-Hennessy

Looks at cutting-edge issues in the luxury industry including: entering the online market; management succession in luxury; luxury consumer behaviour; competing as a luxury SME; dealing with luxury counterfeiting; luxury heritage; segment expansion for luxury brands; the potential of the Chinese market; and more

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2014
• ISBN 10: 0749471662
• ISBN 13: 9780749471668
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 448
• Redattore: Berghaus Benjamin, Muller-Stewens Gunter, Reinecke Sven