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Contemporary Issues in Luxury Brand Management (Mastering Luxury Management)
Eleonora Cattaneo
(Illustrated by)
·
Sylvie Studente
(Illustrated by)
·
Routledge
· Paperback
Contemporary Issues in Luxury Brand Management (Mastering Luxury Management) - Studente, Sylvie ; Cattaneo, Eleonora
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Synopsis "Contemporary Issues in Luxury Brand Management (Mastering Luxury Management)"
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.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Paperback.
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