كتاب إلكتروني
Contemporary Issues in Luxury Brand Management
| العنوان: | Contemporary Issues in Luxury Brand Management |
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| الوصف: | This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy. |
| المؤلفون: | Sylvie Studente, Eleonora Cattaneo |
| نوع المادة: | eBook. |
| الموضوعات: | Luxury goods industry--Management, Brand name products |
| تصنيفات: | BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / General, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Industries / Media & Communications |
| قاعدة البيانات: | eBook Index |
| ردمك: | 9780367859282 9780367859305 9781000829273 9781000829358 9781003015826 |
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