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Managing Luxury Brands - A Complete Guide to Contemporary Luxury Brand Strategies (Paperback)
Loot Price: R1,033
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Managing Luxury Brands - A Complete Guide to Contemporary Luxury Brand Strategies (Paperback)
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Learn what makes a luxury brand, how to successfully market them in
a changing global context and what opportunities sustainable luxury
and the latest technological developments present. Managing Luxury
Brands offers comprehensive coverage of key and cutting-edge topics
in luxury brand management. Examining the socio-cultural contexts
of luxury and the ways in which prestige brands create meaning, it
presents a framework for understanding, analysing and developing a
modern luxury brand. Unlike many other texts, it also explores the
environmental and social impact of luxury, sustainable luxury and
the opportunities of new technological innovations including the
metaverse, artificial intelligence and non-fungible tokens (NFTs).
With case studies and examples from a range of brands including
Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings
together insights from leading academics in the field from across
the globe who draw on extensive consulting and industry experience.
Supported by a range of features which include learning objectives,
discussion questions and chapter summaries, accompanying online
resources consist of lecture slides and video interviews with
industry experts. This textbook is an invaluable resource for any
student studying luxury brand management.
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