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Contemporary Issues in Luxury Brand Management
Engelsk
Bogcover for Contemporary Issues in Luxury Brand Management af , 9780367859305
Specifikationer
Sprog:
Engelsk
Sider:
162
ISBN-13:
9780367859305
Indbinding:
Paperback
ISBN-10:
0367859300
Kategori:
Udg. Dato:
31 mar 2023
Størrelse i cm:
24,6 x 17,4 x 1,6
Oplagsdato:
31 mar 2023

Contemporary Issues in Luxury Brand Management

Engelsk
Paperback 2023
Format:

Bog beskrivelse

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.

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Specifikationer
Sprog:
Engelsk
Sider:
162
ISBN-13:
9780367859305
Indbinding:
Paperback
ISBN-10:
0367859300
Kategori:
Udg. Dato:
31 mar 2023
Størrelse i cm:
24,6 x 17,4 x 1,6
Oplagsdato:
31 mar 2023
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