Managing Luxury Brands
A Complete Guide to Contemporary Luxury Brand Strategies
(Sprache: Englisch)
Understand what makes a luxury brand, how to market one successfully and the latest opportunities created by technological developments and end-to-end sustainability with this complete guide to luxury brand management.
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Klappentext zu „Managing Luxury Brands “
Understand what makes a luxury brand, how to market one successfully and the latest opportunities created by technological developments and end-to-end sustainability with this complete guide to luxury brand management.
Inhaltsverzeichnis zu „Managing Luxury Brands “
Chapter - 01: Definitions of luxury and key facets of luxury branding; Section - ONE: Luxury - a changing paradigm?; Chapter - 02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter - 03: Luxury trends accelerated by the Covid-19 pandemic; Chapter - 04: The environmental and social impact of luxury - consumer concerns and practices; Section - TWO: Managing luxury brands today; Chapter - 05: Sustainable luxury and circular economy; Chapter - 06: Advances in digital - new opportunities for luxury retail; Chapter - 07: Developing profitable customer relationships through AI; Section - THREE: New directions in luxury branding; Chapter - 08: Luxury in the Metaverse - The five forces of value creation for luxury brands in the Metaverse; Chapter - 09: The 'brand origin' dilemma; Chapter - 10: The niche world of ultra-luxury brands - A unique set of customers and how to act differently to serve them; Chapter - 11: The old is the new 'new' - Emerging business models in the luxury field - renting and resale; Chapter - 12: Future industry developments - Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;
Autoren-Porträt
Eleonora Cattaneo
Bibliographische Angaben
- 2023, 360 Seiten, Masse: 15,4 x 23,2 cm, Taschenbuch, Englisch
- Herausgegeben: Eleonora Cattaneo
- Verlag: Kogan Page
- ISBN-10: 1398606405
- ISBN-13: 9781398606401
- Erscheinungsdatum: 03.03.2023
Sprache:
Englisch
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