TY  - BOOK
AU  - Studente, Sylvie
AU  - Cattaneo, Eleonora
TI  - Contemporary issues in luxury brand management: mastering luxury management
SN  - 9780367859305
U1  - 658.827 
PY  - 2023///
CY  - London
PB  - Routledge
KW  - Luxury goods industry--Management
KW  - Brand name products
N2  - 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)
ER  -