Managing Luxury Brands de Eleonora Cattaneo

Managing Luxury Brands

Eleonora Cattaneo

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.

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	Preț	Express
Paperback (1)	326^.98 lei 6-8 săpt.	+53^.28 lei 7-11 zile
Kogan Page – 28 mar 2023	326^.98 lei 6-8 săpt.	+53^.28 lei 7-11 zile
Hardback (1)	860^.62 lei 6-8 săpt.
Kogan Page – 28 mar 2023	860^.62 lei 6-8 săpt.

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