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...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Chevalier, Michel
Other Authors: Mazzalovo, Gerald
Format: Electronic eBook
Language:Inglés
Published: Singapore : Wiley, 2012.
Edition:2nd ed.
Subjects:
Luxury goods industry > Management.
Produits de luxe > Industrie > Gestion.
Luxusgut
Markenartikel
Markenpolitik
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • 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.

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