1st Edition
Contemporary Issues in Luxury Brand Management
180 Pages
10 B/W Illustrations
by
Routledge
180 Pages
10 B/W Illustrations
by
Routledge
180 Pages
10 B/W Illustrations
by
Routledge
Also available as eBook on:
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... Read more
SECTION 1: PEOPLE AND HISTORY
Chapter 1: Luxury Throughout History
Eleonora Cattaneo
Chapter 2: Luxury Start-Ups
Zubin Sethna and Rebecca Fakoussa
Chapter 3: Contemporary People Issues in Luxury Brand Management
Stephen Ellis and Thomas Smit
SECTION 2: LUXURY PRODUCTS
Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge
Nkechi Amobi
Chapter 5: The Case of the Wine Experience
John Harrison
Chapter 6: Luxury and Sustainability
Eleonora Cattaneo
SECTION 3: DIGITAL BUSINESS
Chapter 7: Social Media Marketing in Luxury Brand Management
Steve Mancour
Chapter 8: Digital Marketing and Analytics for Luxury Brands
Sylvie Studente and Bhavini Desai
Chapter 9: The Future of Commerce with Digital Business
Patrice Seuwou and Vincent F. Adegoke
Chapter 1: Luxury Throughout History
Eleonora Cattaneo
Chapter 2: Luxury Start-Ups
Zubin Sethna and Rebecca Fakoussa
Chapter 3: Contemporary People Issues in Luxury Brand Management
Stephen Ellis and Thomas Smit
SECTION 2: LUXURY PRODUCTS
Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge
Nkechi Amobi
Chapter 5: The Case of the Wine Experience
John Harrison
Chapter 6: Luxury and Sustainability
Eleonora Cattaneo
SECTION 3: DIGITAL BUSINESS
Chapter 7: Social Media Marketing in Luxury Brand Management
Steve Mancour
Chapter 8: Digital Marketing and Analytics for Luxury Brands
Sylvie Studente and Bhavini Desai
Chapter 9: The Future of Commerce with Digital Business
Patrice Seuwou and Vincent F. Adegoke
Biography
Sylvie Studente is Assistant Professor at Regent’s University London.
Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.
"A very useful text for any luxury brand management student, or luxury practitioner, interested in increasing their knowledge in contemporary luxury issues and the evolving luxury consumer" - Debbie Pinder, University of Southampton, UK
"A good blend of practical and theoretical focus with new conceptual ideas to provide a multi-angle and comprehensive examination of the challenges of current luxury strategies." - Nastaran N Richards-Carpenter, Programme Director of Luxury Brand Management, Richmond University, UK
