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Contemporary Issues in Luxury Brand Management
Paperback
Series: Mastering Luxury Management
AccountingBusiness GeneralMarketing
ISBN13: 9780367859305
Publisher: Routledge
Published: Mar 31 2023
Pages: 162
Weight: 0.68
Height: 0.39 Width: 6.85 Depth: 9.69
Language: English
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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