Contemporary issues in luxury brand management:  mastering luxury management 

 - London  Routledge  2023 
 - xv, 162 p. 
<br/><br/> 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.<br/><br/>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.<br/><br/>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.<br/><br/>(https://www.routledge.com/Contemporary-Issues-in-Luxury-Brand-Management/Studente-Cattaneo/p/book/9780367859305) 
<br/><br/><label>ISBN: </label>9780367859305 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Luxury goods industry--Management<br/>Brand name products
<br/><br/><label>Dewey Class. No.: </label>658.827  / STU