Contemporary Issues In Luxury Brand Management (Mastering Luxury Management)

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.

• | Author: Sylvie Studente, Eleonora Cattaneo
• | Publisher: Routledge
• | Publication Date: Mar 31, 2023
• | Number of Pages: 162 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 0367859289
• | ISBN-13: 9780367859282