Luxury Brand Management (ePub)
A World of Privilege
(Sprache: Englisch)
The definitive guide to managing a luxury brand, newly revisedand updated
What defines a luxury brand? Traditional wisdom suggests thatit's one that's selective and exclusive--to such a degree thatonly one brand can exist within each retail category...
What defines a luxury brand? Traditional wisdom suggests thatit's one that's selective and exclusive--to such a degree thatonly one brand can exist within each retail category...
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The definitive guide to managing a luxury brand, newly revisedand updated
What defines a luxury brand? Traditional wisdom suggests thatit's one that's selective and exclusive--to such a degree thatonly one brand can exist within each retail category (automobiles,fragrances, cosmetics, etc.). But this definition is inherentlyrestrictive, failing to take into account the way in which luxurybrands today are increasingly identified as such by their placementin stores and how consumers perceive them. This revised and updatededition of Luxury Brand Management, the first comprehensivebook on luxury brand management, looks at the world of brandingtoday.
Written by two renowned insiders, the book builds on this new,broader definition of luxury and examines more than 450internationally known brands from a wide range of industries.Packed with new information covering the financial crisis's impacton luxury brands, and looking towards a new period of growth, thebook reconciles management, marketing, and creation with real-lifeexamples and management tools that the authors have successfullyused in their professional careers.
* Includes dedicated chapters focusing on each of the mainfunctions of a luxury brand, including brand creation, thecomplexity of managing brand identity, the convergence of arts andbrands, and much more
* Addresses the practical functions that can make or break bottomlines and affect brand perception, such as distribution, retailing,logistics, and licensing
* Focuses on brand life-cycle, brand identity, and licensingissues
A compelling and comprehensive examination of the differentdimensions of luxury management in various sectors, this newedition of the classic text on brand management is essentialreading for anyone working with or interested in making the most ofa luxury brand in the post-recession world.
What defines a luxury brand? Traditional wisdom suggests thatit's one that's selective and exclusive--to such a degree thatonly one brand can exist within each retail category (automobiles,fragrances, cosmetics, etc.). But this definition is inherentlyrestrictive, failing to take into account the way in which luxurybrands today are increasingly identified as such by their placementin stores and how consumers perceive them. This revised and updatededition of Luxury Brand Management, the first comprehensivebook on luxury brand management, looks at the world of brandingtoday.
Written by two renowned insiders, the book builds on this new,broader definition of luxury and examines more than 450internationally known brands from a wide range of industries.Packed with new information covering the financial crisis's impacton luxury brands, and looking towards a new period of growth, thebook reconciles management, marketing, and creation with real-lifeexamples and management tools that the authors have successfullyused in their professional careers.
* Includes dedicated chapters focusing on each of the mainfunctions of a luxury brand, including brand creation, thecomplexity of managing brand identity, the convergence of arts andbrands, and much more
* Addresses the practical functions that can make or break bottomlines and affect brand perception, such as distribution, retailing,logistics, and licensing
* Focuses on brand life-cycle, brand identity, and licensingissues
A compelling and comprehensive examination of the differentdimensions of luxury management in various sectors, this newedition of the classic text on brand management is essentialreading for anyone working with or interested in making the most ofa luxury brand in the post-recession world.
Inhaltsverzeichnis zu „Luxury Brand Management (ePub)“
Introduction xv CHAPTER 1 The Concept of Luxury 1 CHAPTER 2 Specificities of the Luxury Industry 27 CHAPTER 3 Major Luxury Sectors 51 CHAPTER 4 The Power of the Luxury Brand 91 CHAPTER 5 The Luxury Client 117 CHAPTER 6 Brand Analytical Tools 139 CHAPTER 7 Managing Creation 189 CHAPTER 8 Communication 215 CHAPTER 9 International Distribution 241 CHAPTER 10 Retailing 261 CHAPTER 11 Licensing Strategy 285 CONCLUSION 303 Index 307
Autoren-Porträt von Michel Chevalier, Gerald Mazzalovo
MICHEL CHEVALIER is an expert in luxury brand management and retailing. A consultant with EIM in Paris and a visiting professor of luxury marketing and retailing at HEC and Paris-Dauphine University in Paris, he is also the coauthor of Luxury Retail Management and Luxury China, both published by Wiley. GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private equity firm active in luxury brands. He is also visiting Professor at Instituto de Empresa (Madrid), Université Paris-Dauphine, and Université Lumière in Lyon. A former consultant at Arthur Andersen, he has held the positions of president or CEO at luxury companies such as Ferragamo, Loewe, Bally, and Clergerie, and has consulted many multinational firms such as Pininfarina on strategic brand management. He is the author of the book Brand Aesthetics and coauthor of the book Pro Logo.
Bibliographische Angaben
- Autoren: Michel Chevalier , Gerald Mazzalovo
- 2012, 336 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1118171799
- ISBN-13: 9781118171790
- Erscheinungsdatum: 18.05.2012
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- Dateiformat: ePub
- Größe: 5.82 MB
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Sprache:
Englisch
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