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Cover: 9781398606401 | Managing Luxury Brands | Eleonora Cattaneo | Taschenbuch | Englisch
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Managing Luxury Brands
A Complete Guide to Contemporary Luxury Brand Strategies
Taschenbuch von Eleonora Cattaneo
Sprache: Englisch

54,70 €*

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Lieferzeit 1-2 Wochen

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Beschreibung
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.
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.
Über den Autor
Eleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.
Inhaltsverzeichnis
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;
Details
Erscheinungsjahr: 2023
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9781398606401
ISBN-10: 1398606405
Sprache: Englisch
Einband: Kartoniert / Broschiert
Redaktion: Cattaneo, Eleonora
Hersteller: Kogan Page
Maße: 232 x 154 x 20 mm
Von/Mit: Eleonora Cattaneo
Erscheinungsdatum: 28.03.2023
Gewicht: 0,538 kg
Artikel-ID: 120978509
Über den Autor
Eleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.
Inhaltsverzeichnis
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;
Details
Erscheinungsjahr: 2023
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9781398606401
ISBN-10: 1398606405
Sprache: Englisch
Einband: Kartoniert / Broschiert
Redaktion: Cattaneo, Eleonora
Hersteller: Kogan Page
Maße: 232 x 154 x 20 mm
Von/Mit: Eleonora Cattaneo
Erscheinungsdatum: 28.03.2023
Gewicht: 0,538 kg
Artikel-ID: 120978509
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