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Contemporary Issues in Luxury Brand Management.
・ISBN 978-0-367-85928-2 hard GB£ 171.99
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・ISBN 978-0-367-85930-5 paper GB£ 46.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-01582-6
| 著者・編者 | Studente, Sylvie / Cattaneo, Eleonora (eds.), |
|---|---|
| シリーズ | Mastering Luxury Management |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2023.02 |
| ページ数 | 162 pp. |
| 言語 | ENG |
| ニュース番号 | ＜687-329＞ |
解説
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.