Luxury brand management in digital and sustainable times : a new world of privilege / Michel Chevalier, Gerald Mazzalovo.
Material type:
TextLanguage: English Publisher: Newark : John Wiley & Sons, 2021Edition: Fourth EditionDescription: xi, 531 pages; 23 cmISBN: 9781119706281Subject(s): Brand name products -- Management | Luxury goods industry | Luxuries -- Marketing | Branding (Marketing)DDC classification: 658.827 | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.827 CHE (Browse shelf) | Available | 45863 |
Revised edition.
Includes index.
Introduction vii Chapter 1: The Concept of Luxury 1 Chapter 2: Specificities of the Luxury Industry 38 Chapter 3: Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, and Leather Goods 66 Chapter 3: Major Luxury Sectors: Wines and Spirits, Jewelry and Watches, and Hotels and Hospitality 98 Chapter 4: The Power of the Luxury Brand 130 Chapter 5: The Luxury Client 161 Chapter 6: Brand Identity: Concepts and Analytical Semiotic Tools 188 Chapter 7: Additional Brand Analytical Tools 227 Chapter 8: Creation and Merchandising 276 Chapter 9: Communication in Digital Times 324 Chapter 10: Managing a Global Brand 377 Chapter 11: Retail Management 417 Chapter 12: Sustainability and Authenticity 452 Appendix A: Applying Brand Identity Analytical Tools 483 Appendix B: Glossary of Digital-Related Terms 491 Index 497
"As the demand for management know-how among luxury firms continues to grow, more and more business schools are also offering specialized programs for managing luxury brands. This comprehensive reference book will be essential for anyone looking to pursue a career in the expansive and global industry of luxurious products and services"--
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