Contemporary Issues in Luxury Brand Management

ISBN-13: 9780367859282 / Angielski / Twarda / 2023 / 168 str.

Opis

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today.

Spis treści

SECTION 1: PEOPLE AND HISTORY   Chapter 1: Luxury Throughout History   Chapter 2: Luxury Start-Ups   Chapter 3: Contemporary People Issues in Luxury Brand Management   SECTION 2: LUXURY PRODUCTS   Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge   Chapter 5: The Case of the Wine Experience   Chapter 6: Luxury and Sustainability   SECTION 3: DIGITAL BUSINESS   Chapter 7: Social Media Marketing in Luxury Brand Management   Chapter 8: Digital Marketing and Analytics for Luxury Brands   Chapter 9: The Future of Commerce with Digital Business