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Luxury Brand Management in Digital and Sustainable Times

"The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazza...

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Main Author: Chevalier, Michel; Mazzalovo, Gerald
Format: Unknown
Language:English
Published: UK Wiley 2021
Edition:4th ed.
Subjects:
Retailing
Luxury brand Management
Online Access:https://www.wiley.com/en-us/Luxury+Brand+Management+in+Digital+and+Sustainable+Times%2C+4th+Edition-p-9781119706281
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Summary:"The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the ""Luxury of Tomorrow,"" with a particular focus on authenticity and durable development A completely revised chapter on ""Communication in Digital Times,"" which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on ""Luxury Clients"" that considers the geographical changes in luxury consumption"
Physical Description:xi, 531p.
ISBN:9781119706281(hb.)

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