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Luxury brand management : a world of privilege /
The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive-to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, e...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Singapore :
Wiley,
2012.
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| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Luxury Brand Management: A World of Privilege; Contents; Introduction; Chapter 1: The Concept of Luxury; A Problematic Definition; The Paradox of Contemporary Luxury; Chronicle of a Semantic Evolution; Modern Dispersion; Etymology and Transformations; The Advent of Intermediate Luxury; Classification of Existing Definitions; Perceptual Approaches; Productive Approaches; Social and Individual Aspects; The Brand and Its Manifestations; Luxury Values; The Three Scales; The Semiotic Square of Consumption Values; True Luxury, Intermediate Luxury; Eccentric Luxury; Reasonable Luxury.