£43.90

Routledge Contemporary Issues in Luxury Brand Management (Mastering Luxury Management)

Name: Contemporary Issues in Luxury Brand Management (Mastering Luxury Management)
Brand: Routledge
Price: 43.9 GBP
Availability: InStock

Market Research

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Description

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability. Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice. With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.

Product Specifications

Brand: Routledge
Format: paperback
ASIN: 0367859300
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Market Research
Domain: Amazon UK
Release Date: 31 March 2023
Listed Since: 03 August 2022

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Routledge Contemporary Issues in Luxury Brand Management (Mastering Luxury Management)

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