Name: Contemporary Issues in Luxury Brand Management (Mastering Luxury Management) (en Inglés)
Price: 2540.44 MXN
Availability: InStock
Author: Sylvie Studente
ISBN: 9780367859282

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Formato

Libro Físico

Editorial

Routledge

Autor

Sylvie Studente

Idioma

Inglés

N° páginas

162

Encuadernación

Tapa Dura

ISBN13

9780367859282

N° edición

Contemporary Issues in Luxury Brand Management (Mastering Luxury Management) (en Inglés)

Sylvie Studente (Autor) · Routledge · Tapa Dura

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Reseña del libro "Contemporary Issues in Luxury Brand Management (Mastering Luxury Management) (en Inglés)"

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.