كتاب إلكتروني
Managing Luxury Brands : A Complete Guide to Contemporary Luxury Brand Strategies
| العنوان: | Managing Luxury Brands : A Complete Guide to Contemporary Luxury Brand Strategies |
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| الوصف: | 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. |
| المؤلفون: | Eleonora Cattaneo |
| نوع المادة: | eBook. |
| الموضوعات: | Brand name products--Management, Luxury goods industry--Management |
| تصنيفات: | BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / International / Marketing |
| قاعدة البيانات: | eBook Index |
| ردمك: | 9781398606401 9781398606739 |
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