The Management of Luxury: An International Guide

ISBN-13: 9780749481827 / Angielski / Miękka / 2018 / 496 str.

Benjamin Berghaus; Gunter Muller-Stewens; Sven Reinecke

Opis

Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing.

Recenzje

"The Management of Luxury is probably the only book the specialist working in luxury brand management needs to feel more prepared to tackle the challenges the luxury market poses - and be able to make more informed decisions." Branduniq.com (Review of 1st edition)

Spis treści

• • Chapter - 00: Preface;
• Section - ONE: The luxury market;
• • Chapter - 01: The market and business of luxury: an introduction [Günter Müller-Stewens and Benjamin Berghaus];
  • Chapter - 02: Classifying luxury and prodigality [Michael Jäckel];
  • Chapter - 03: Exploring luxury consumer behaviour [Prokopsis Theodoridis and Sofia Vassou];
  • Chapter - 04: Identity-based luxury brand management [Klaus Heine, Michel Phan and Vera Waldschmidt];
• Section - TWO: Luxury brand strategy;
• • Chapter - 05: Public luxury representatives [Michael Breazeale, Christopher R Long and Daniela Ott];
  • Chapter - 06: Curating the creative genius in luxury firms [Charles Aaron Lawry and Sabrina Helm];
  • Chapter - 07: Arts meet luxury brands [Carsten Baumgarth, Nicole Lohrisch and Olga Louisa Kastner];
  • Chapter - 08: Luxury as societal mentor [George Panigyrakis and Eirini Koronaki];
  • Chapter - 09: Preserving luxury exclusivity through art [Claude Chailan and Ivan Valek];
  • Chapter - 10: Brand charismatic legitimacy and marketing of adoration [Delphine Dion and Eric Arnould];
  • Chapter - 11: Digital media in monobrand stores [Marcus SchÖgel and Timo Tischer];
• Section - THREE: Luxury business strategy;
• • Chapter - 12: Gravity shift from West to East [Philip Beil, Fabian Sommerrock and Alexander Gaus];
  • Chapter - 13: The Chinese market: entry modes [Rui Wang, Kaibin He and Yue Wen];
  • Chapter - 14: Entering the Chinese market [Rui Wang, Kaibin He and Yue Wen];
  • Chapter - 15: Managing brand extensions in the luxury industry [Klaus-Peter Wiedmann, Christiane Klarmann, Nadine Hennigs, Stefan Behrens and Alexander Stigelski];
  • Chapter - 16: Luxury brands enter the online market [Elisa Arrigo];
  • Chapter - 17: Competing as a luxury SME [France Riguelle and Didier Van Caillie];
  • Chapter - 18: Insisting on luxury to survive [Michael Reinhold and Emil Annen];
  • Chapter - 19: Managing price fluctuations of raw materials through innovation [Anne-Flore Maman and Camille Depigny];
  • Chapter - 20: The Counterfeit Timer© [Anne-Flore Maman];
  • Chapter - 21: Acting on luxury counterfeiting [Ludovica Cesareo and Alberto Pastore];
  • Chapter - 22: Luxury brands as employers [Verena Batt and Benjamin Berghaus];
  • Chapter - 23: The impact of luxury brands on employees [Benjamin Berghaus and Sven Reinecke];
• Section - FOUR: Luxury responsibility;
• • Chapter - 24: Heritage of luxury and responsibility [Duane Windsor];
  • Chapter - 25: Luxury organizations and responsibility: a toolbox [Farah Montesa and René Rohrbeck];
  • Chapter - 26: Luxury organizations and social responsibility: a case study [David S Waller and Anurag G Hingorani];
  • Chapter - 27: Index

O autorze

Benjamin Berghaus is Head of the Competence Center for Luxury Management at the Institute of Marketing of University of St. Gallen (HSG), Switzerland. Günter Müller-Stewens is Professor Emeritus of the Institute of Management and Strategy at the University of St. Gallen, Switzerland. His most recent main research interest is corporate strategy, as well as the competencies and contributions of strategists in organizations. Sven Reinecke is Associate Professor of Business Administration, specialized in Marketing, and Director of the Institute of Marketing at the University of St.Gallen (HSG), Switzerland.