Contemporary issues in luxury brand management  [electronic resource] / 
edited by Sylvie Studente and Eleonora Cattaneo. 
 - Abingdon, Oxon ;  New York, NY :  Routledge,  2023. 
 - 1 online resource. 
 - Mastering luxury management .
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781000829358 1000829359 9781003015826 1003015824 9781000829273 1000829278 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Luxury goods industry--Management.<br/>Brand name products.<br/>BUSINESS & ECONOMICS / Marketing / General<br/>BUSINESS & ECONOMICS / Advertising & Promotion<br/>BUSINESS & ECONOMICS / Marketing / Research
<br/><br/><label>Dewey Class. No.: </label>658.8