Contemporary Issues in Luxury Brand Management Studente Sylvie
Contemporary Issues in Luxury Brand Management Studente Sylvie This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury…
Specifikacia Contemporary Issues in Luxury Brand Management Studente Sylvie
Contemporary Issues in Luxury Brand Management Studente Sylvie
This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. 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. The luxury industry has undergone a series of dynamic changes in the past twenty years.
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.