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Full 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 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.
Contents
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
