Binding: Paperback
Description: 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 Power Point 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.
Title: Contemporary Issues In Luxury Brand Management
Brand: Taylor & Francis Ltd
Barcode: 9780367859305
Pages: 162 Pages, 5 Tables, Black And White; 8 Line Drawings, Black And White; 2 Halftones, Black And White
Publication Date: 3/31/2023
Series: Mastering Luxury Management
Category: Fashion & Beauty Industries