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E-raamat: Contemporary Issues in Luxury Brand Management

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"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"--

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



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.

Arvustused

"A very useful text for any luxury brand management student, or luxury practitioner, interested in increasing their knowledge in contemporary luxury issues and the evolving luxury consumer" - Debbie Pinder, University of Southampton, UK

"A good blend of practical and theoretical focus with new conceptual ideas to provide a multi-angle and comprehensive examination of the challenges of current luxury strategies." - Nastaran N Richards-Carpenter, Programme Director of Luxury Brand Management, Richmond University, UK

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
Sylvie Studente is Assistant Professor at Regents University London.

Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.
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