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The road to luxury

the new frontiers in luxury brand management
Verfasser: Suche nach diesem Verfasser Som, Ashok (Verfasser); Blanckaert, Christian (Verfasser)
Verfasserangabe: Ashok Som, Christian Blanckaert
Jahr: [2021]
Verlag: Singapore, Wiley
Mediengruppe: eBook/eResource
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Inhalt

Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. Readers will also benefit from the inclusion of: An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China The creation of savoir faire and business plan competitions in the luxury industry LVMH's sponsoring of Viva Technology Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, The Road to Luxury will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.

Details

Verfasser: Suche nach diesem Verfasser Som, Ashok (Verfasser); Blanckaert, Christian (Verfasser)
Verfasserangabe: Ashok Som, Christian Blanckaert
Jahr: [2021]
Verlag: Singapore, Wiley
Suche nach dieser Systematik
Suche nach diesem Interessenskreis
ISBN: 9781119741312
2. ISBN: 9781119741381
Beschreibung: Second Edition, xix, 492 Seiten, Illustrationen
Schlagwörter: Luxury, Branding, Brand management, Luxury Goods, Luxus, Luxusgüter, Marke, Markenpolitik, Markenmanagement, Markenführung, Brand strategy
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Sprache: eng
Mediengruppe: eBook/eResource