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Contemporary issues in luxury brand management [electronic resource] / edited by Sylvie Studente and Eleonora Cattaneo. - 1 online resource. - 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.

ISBN: 9781000829358 1000829359 9781003015826 1003015824 9781000829273 1000829278

Standard No.: 10.4324/9781003015826 doi

Subjects--Topical Terms:
Luxury goods industry--Management.
Brand name products.
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Advertising & Promotion
BUSINESS & ECONOMICS / Marketing / Research

LC Class. No.: HD9999.L852

Dewey Class. No.: 658.8