000			02165nam a22002177a 4500
005			20260115122822.0
006			a|||||r|||||||||||
008			s2023 enk b 001 0 eng d
020			_a9781398606401
040			_aGR-AtMCL _beng _dGR-AtMCL
245	0	0	_aManaging luxury brands : _ba complete guide to contemporary luxury brand strategies / _cedited by Eleonora Cattaneo.
264		1	_aLondon ; _aNew York, NY : _bKogan Page, _c2023.
300			_a339 pages ; _c24 cm
504			_aIncludes bibliographical references and index.
520			_a"What are the key components of a luxury brand? How can luxury be marketed successfully in a changing global context? What opportunities does the increasing demand for sustainability and the latest technological developments present?Managing Luxury Brands brings together insights from leading academics in the field to answer these questions and more in this comprehensive guide to luxury brand management. It examines what makes a luxury brand, the changing perception of luxury over time, and how to market luxury brands in light of socio and cultural developments and global market shifts. Featuring discussion points, key concept definitions and further reading suggestions for each chapter, it also explores how brands can embrace end-to-end sustainable luxury and the circular economy, and the opportunities of technological developments such as artificial intelligence, augmented reality and non-fungible tokens (NFTs).Featuring case studies from a range of international brands such as Louis Vuitton, Michael Kors and Shanghai Tang, Managing Luxury Brands combines rigorous academic research with the authors' extensive consulting and industry experience to ensure that complex ideas are firmly grounded in real-world implications and applications throughout. Supported by online resources of lecture slides and video interviews with industry experts, this book is an essential resource for any student studying luxury brand management".
650		0	_aLuxury goods industry _xManagement.
650		0	_aTourism _910045
700			_aCattaneo, Eleonora _4340 _910270
942			_cBK
999			_c10053 _d10053