Luxury Brand Management: A World of Privilege
| Author | : | |
| Rating | : | 4.89 (897 Votes) |
| Asin | : | 1118171764 |
| Format Type | : | paperback |
| Number of Pages | : | 320 Pages |
| Publish Date | : | 2015-05-07 |
| Language | : | English |
DESCRIPTION:
MICHEL CHEVALIER is an expert in luxury brand management and retailing. A consultant with EIM in Paris and a visiting professor of luxury marketing and retailing at HEC and Paris-Dauphine University in Paris, he is also the coauthor of Luxury Retail Management and Luxury China, both published by Wiley.GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private equity f
In Luxury Brand Management, Second Edition: A World of Privilege, two renowned industry insiders examine more than 450 internationally recognized brands from a wide range of industries, giving you everything you need to understand and capitalize on brand power. Guiding you through the brand lifecycle, from creation to decline, the book also looks to the future, revealing the five key trends that will define the evolution of the luxury industry in the years to come.Fully revised and updated, this new edition of the
This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today.Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. The definitive guide to managing a luxury brand, newly revised and updatedWhat defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their
ServantofGod said A good introduction of the topic to students and consumers, but not professionals. For those who know not that Smirnoff, Johnnie Walker, Bailey's and J&B belong to Diageo, whereas Cartier, IWC, Jaeger and Montblanc belong to Richemont, this book is definitely a good start to know how the global conglomerates are managing their portfolios of luxury brands. However, the book is more like a long report from Fortune with a lot of publicly available statistics and commonly observ. Amazon Customer said Good intro to the sales and marketing of physical luxury goods. I liked the book and found it useful to better understand brand management. I wish there was a bit more on service industries (luxury retailing).. money well spent juan ramirez No wonder most luxury brands are recession proof. Loved the last chapter on licensing. Should recommend to any new entrepreneur