Contemporary issues in luxury brand management: mastering luxury management

Contributor(s):

Material type: Text

TextPublication details: Routledge London 2023Description: xv, 162 pISBN:

9780367859305

Subject(s):

DDC classification:

658.827 STU

Summary: 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. (https://www.routledge.com/Contemporary-Issues-in-Luxury-Brand-Management/Studente-Cattaneo/p/book/9780367859305)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 STU (Browse shelf(Opens below))	1	Available		007593

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Previous	658.827 SRI The future of branding	658.827 STA Strategic brand design: designing brand identity from a marketing perspective	658.827 STR UnBranding: 100 branding lessons for the age of disruption	658.827 STU Contemporary issues in luxury brand management: mastering luxury management	658.827 TOM Digital storytelling for brands	658.827 TOR Globally-minded marketing: a cultural approach to building iconic brands	658.827 UPS Building brand identity: a strategy for success in a hostile marketplace	Next

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.

(https://www.routledge.com/Contemporary-Issues-in-Luxury-Brand-Management/Studente-Cattaneo/p/book/9780367859305)

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