SZEROKI WYBÓR
Oferujemy ponad milion pozycji anglojęzycznych – od literatury pięknej po specjalistyczną .
ISBN | 9780367859305 |
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Autor | Studente Sylvie |
Wydawca | Routledge |
Język | english |
Oprawa | Paperback |
Rok wydania | 2023 |
Liczba stron | 162 |
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.