Managing Luxury Brands
Autor Eleonora Cattaneoen Limba Engleză Paperback – 28 mar 2023
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Specificații
ISBN-13: 9781398606401
ISBN-10: 1398606405
Pagini: 360
Dimensiuni: 156 x 234 x 20 mm
Greutate: 0.55 kg
Editura: Kogan Page
ISBN-10: 1398606405
Pagini: 360
Dimensiuni: 156 x 234 x 20 mm
Greutate: 0.55 kg
Editura: Kogan Page
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Cuprins
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 the 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