Contemporary Issues in Luxury Brand Management

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.

Sommario

SECTION 1: PEOPLE AND HISTORY   Chapter 1: Luxury Throughout History   Chapter 2: Luxury Start-Ups   Chapter 3: Contemporary People Issues in Luxury Brand Management   SECTION 2: LUXURY PRODUCTS   Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge   Chapter 5: The Case of the Wine Experience   Chapter 6: Luxury and Sustainability   SECTION 3: DIGITAL BUSINESS   Chapter 7: Social Media Marketing in Luxury Brand Management   Chapter 8: Digital Marketing and Analytics for Luxury Brands   Chapter 9: The Future of Commerce with Digital Business

Info autore

Sylvie Studente is Assistant Professor at Regent’s University London.
Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.

Riassunto

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today.

Dettagli sul prodotto

• Autori: Sylvie Cattaneo Studente
• Con la collaborazione di: Eleonora Cattaneo (Editore), Sylvie Studente (Editore)
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 01.02.2023
• EAN: 9780367859282
• ISBN: 978-0-367-85928-2
• Pagine: 162
• Serie: Mastering Luxury Management
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Business & Economics / General, Economics, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Industries / Media & Communications, Fashion & beauty industries, business strategy, Sales & marketing, Retail sector, Hospitality and service industries, Retail and wholesale industries, Brands and branding