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: 0.5 kg
Editura: Kogan Page
ISBN-10: 1398606405
Pagini: 360
Dimensiuni: 156 x 234 x 20 mm
Greutate: 0.5 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
Notă biografică
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.