1st Edition
Luxury Marketing and Brand Strategy Theory and Practice for a Changing World
1. Flashback to the Origins of Luxury 2. The Worlds of Luxury 3. Luxury Geography and Demographics: Understanding the Basics of "Who" and "Where" 4. The Enduring Principles Specific to Luxury Brand Management 5. Distribution: Balancing Traditional Channels and E-Commerce 6. Corporate Social Responsibility and Sustainability 7. Emerging Technologies in the Management of Luxury Brands
Biography
Květa Olšanová is Associate Professor at the Prague University of Economics and Business. Dr. Olšanová has an extensive marketing background and close connections with the luxury industry.
Gina Cook is Professor in the College of Business at Metropolitan State University of Denver in Colorado, USA, where she teaches international business and marketing courses.
Marija Zlatić taught marketing for many years at Prague University of Economics and Business and has recently transitioned into the private sector, focused on luxury strategy and technology.
"Written by a transatlantic team of expert women, Luxury Marketing and Brand Strategy illustrates how to craft a luxury marketing strategy innovative enough to satisfy the dreams of the world’s most demanding customers amidst a changing global landscape. Highly recommended!"
Hana Machková, Professor, Prague University of Economics and Business
