The road to luxury : the evolution, markets and strategies of luxury brand management /

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This book gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, it offers valuable insight on where the industry is headed. For industry insi...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Som, Ashok (Autor), Blanckaert, Christian (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Singapore : John Wiley, [2015]
Temas:
Luxuries > Marketing.
Luxury goods industry.
Brand name products > Management.
Branding (Marketing)
Produits de luxe > Industrie.
Produits de marque > Gestion.
Stratégie de marque.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Brand name products > Management
Luxuries > Marketing
Luxury goods industry
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Introduction : definition and crisis of luxury
  • Evolution of the global luxury market
  • Who's who of luxury
  • Branding
  • Brand identity, clients, and ethos
  • Family houses, corporatization and new entrants
  • Management styles in the luxury industry
  • Skills
  • Services : the point of sale
  • Systems and operations in the luxury business
  • Retail, distribution, and E-Commerce
  • Intellectual property rights and counterfeiting
  • Emerging markets and emerging market luxury brands
  • The future and questions to ponder.

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