Contemporary Issues in Luxury Brand Management, Paperback by Studente, Sylvie...

Description: Contemporary Issues in Luxury Brand Management, Paperback by Studente, Sylvie (EDT); Cattaneo, Eleonora (EDT), ISBN 0367859300, ISBN-13 9780367859305, Brand New, Free shipping in the US "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, 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, 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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End Time: 2025-01-02T04:04:27.000Z

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