Contemporary Issues in Luxury Brand Management: Mastering Luxury Management
Editat de Sylvie Studente, Eleonora Cattaneoen Limba Engleză Paperback – 31 mar 2023
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.
Toate formatele și edițiile | Preț | Express |
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Paperback (1) | 309.89 lei 3-5 săpt. | +17.08 lei 5-11 zile |
Taylor & Francis – 31 mar 2023 | 309.89 lei 3-5 săpt. | +17.08 lei 5-11 zile |
Hardback (1) | 1053.57 lei 6-8 săpt. | |
Taylor & Francis – 31 mar 2023 | 1053.57 lei 6-8 săpt. |
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Specificații
ISBN-13: 9780367859305
ISBN-10: 0367859300
Pagini: 180
Ilustrații: 5 Tables, black and white; 8 Line drawings, black and white; 2 Halftones, black and white; 10 Illustrations, black and white
Dimensiuni: 174 x 246 x 11 mm
Greutate: 0.31 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Mastering Luxury Management
Locul publicării:Oxford, United Kingdom
ISBN-10: 0367859300
Pagini: 180
Ilustrații: 5 Tables, black and white; 8 Line drawings, black and white; 2 Halftones, black and white; 10 Illustrations, black and white
Dimensiuni: 174 x 246 x 11 mm
Greutate: 0.31 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Mastering Luxury Management
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate and Undergraduate AdvancedCuprins
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
Notă biografică
Sylvie Studente is Assistant Professor at Regent’s University London.
Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.
Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.
Recenzii
"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
"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
Descriere
This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today.